I don’t know if it’s because I’m 40 now, but I suddenly like Old Spice deodorant. In Costa Rica I don’t need deodorant, because I’m constantly in and out of the water; it’s nice to detox from all the aluminum zirconium trichlorohydrex. But when in North America, the smell of a deodorant-less man can be disturbing.
Being half Cypriot, I liked this:
That's my grandparents in that village
Then I always like when the designers find a way to get the logo on the actual product, an emphasis of importance and old-school fire branding:
Wasn't the boat in that front image as well?
Finally, the boat stamp helps concerned consumers assure themselves that no gross in-store samplers have sullied the product; for once it’s applied, it looks like this:
The boat has sailed.
Nice job, Old Spice designers and brand managers; a great link to your heritage, with interesting signals throughout the experience.