Old Spice (P&G)

Established in 1937 and acquired by Procter & Gamble in 1990, Old Spice is a popular men’s grooming brand known for deodorants, body washes, and colognes. Famous for its musky scent and iconic packaging, it gained widespread attention through humorous, bold ads, especially the “Old Spice Guy” campaign. The brand blends classic appeal with modern scents, targeting both older and younger audiences. Old Spice has become a staple in men’s personal care, maintaining its place as a leading brand through clever marketing and evolving product lines.

The Results

Seeking to push innovation in the DTC ecommerce space, Procter & Gamble (P&G) teamed up with the NFL to launch a unique online store where customers could personalize body care products with badges from their favorite NFL teams and custom messages. Leveraging the BigCommerce platform, Metacake built this custom personalization experience. Initially featuring labels for six NFL teams alongside exclusive Old Spice designs, the store allows visitors to tailor their body wash and deodorant by choosing the style, scent, and adding a personalized title, delivering a one-of-a-kind shopping experience.

“Metacake is a very experienced and capable ecommerce team. They were great to work with and we appreciated that they were clearly passionate about growing our brands and business.”
– Tara Murphy

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For more than 20 years, we’ve helped build hundreds of eCommerce ventures and generated billions in revenue. Our Tennessee heritage brings a down-to-earth, yet innovative perspective to every project. If you’re committed to growing a thriving business and think we could be the right fit, let’s connect.

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Our Work

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