The Challenge
Old Spice wanted to broaden its audience to focus on teenage boys transitioning from boyhood to manhood. So it called on its PR agency to create a holistic marketing campaign centered on the brand's signature Wild Collection and new Krakengärd hero scent.
Reaching a younger audience meant one thing: harnessing the power of social media to grab teenagers' attention and drive traffic to Old Spice's ecommerce platform.
The PR team knew targeted adverts alone wouldn't hit their KPIs, so they turned to the influencer community, brainstorming ways to empower content creators to produce attention-grabbing videos and posts.
One idea in particular stood out: designing an unboxing experience with real ’œwow factor’.
Bringing together iconic cultural influences with relatable insights makes this campaign something that consumers want to talk about with friends.
Matt Krehbiel
Old Spice Vice President at Procter & Gamble
The Solution
Creating an exceptional unboxing experience is no easy feat. It takes expertise, imagination and attention to detail to craft packaging that inspires awe and wonder.
To do exactly that, Old Spice's PR team called on our custom packaging experts. The brief was loud and clear: design bespoke packaging that showcased Old Spice's brand identity while making a standout first impression on influencers and customers alike.
We got straight to work, creating customized mock-up mailer boxes in Old Spice's brand colors. At the same time, we advised the team on unique ways to elevate the unboxing experience with aromatic scents, freebie items and different textures.
Designs approved, we produced and delivered the boxes within seven days, so the PR team had the assets well ahead of the campaign launch date.
The Results
Old Spice's unboxing experience went viral, garnering over 1.3 million organic impressions across YouTube and Instagram. As a result of the campaign, the brand also saw a 43% increase in sales, and the Krakengärd hero scent is now the best-selling product in the collection.
Now more than ever, guys need a reminder to see the potential within themselves and nurture seeds of confidence, even when we can be Self-critical. Old Spice encourages guys to challenge their inner critic, while providing great-smelling products that help them look and feel at their best.
Matt Krehbiel
Old Spice Vice President at Procter & Gamble
What Our Customers Say
When it comes to exceptional, affordable, unforgettable custom packaging, we’re your go-to! But don’t just take our word for it - see what our customers have to say.
What truly sets EdgeCraft Packaging apart from other box companies I’ve used is more than their turnaround time, low minimums, or free shipping. Their 2D and 3D mockups were incredible. Other companies never showed me a mockup, so I had to hope the boxes would look good. Seeing your design before production lets you know exactly what you’re getting. Truly exceptional work!
The turnaround times are fantastic. I tried speaking with Packlane and TheCustomBoxes, but EdgeCraft Packaging was head and shoulders better when it came to turnaround time and quality. Their pricing quote wasn’t the best at first, but when I showed them my other price quotes they not only matched the pricing I was offered elsewhere, but beat it.
Highly recommended.
We had a great experience with EdgeCraft Packaging. The artwork process was seamless, and the pricing was a great value.I am very impressed with the final product, quality materials, and attractive finish.
I highly recommend EdgeCraft Packaging for any of your custom packaging needs.
This has truly been the easiest experience I’ve had ordering a product with my artwork on it. The mockups were completed in just a few hours and were extremely detailed. I would recommend this service to anyone looking for high-quality work at a reasonable price with fast delivery.
EdgeCraft Packaging is AWESOME, they produced EXACTLY what I needed and at a great price. Customer Service is FANTASTIC. Harry Willis was great to work with, very professional and was immensely helpful throughout the entire process. I will be doing more business with EdgeCraft Packaging.
Steven was a pleasure to work with, and the packaging I ordered turned out amazing. He responded to emails quickly and asked the right questions to get the product just right. I highly recommend EdgeCraft Packaging and will absolutely work with them again in the future.
The company has amazing prices for their products, and can do just about any customization you would want. The rep we worked with, Brian Moore, is excellent at what he does. The customer service and communication is stellar, and he made sure through the whole ordering and design process that we got what we wanted for our products. The finished box is beautiful and exactly what I had envisioned.
Steven Ignacio made my box production process fast and easy. I’m very particular about design, and multiple revisions were handled efficiently with great communication. I’ve worked with other companies where this process took months, but thanks to Steven, my boxes were completed and in my hands in two weeks. I will certainly do business again.
These guys are the best. They work with you every step of the way. They are not happy until you are happy. Quick updates on your project. Once you approve your design, they are manufactured and on your doorstep within 10 days. I had them make boxes for my product which are in bottles. The bottles fit perfectly in the box. The boxes are beautiful, EXACTLY what I wanted and professionally done. Thanks guys, you are the best!
When I started a new business project, I was looking for packaging. I contacted more than two dozen printers, and the few that responded were not very helpful. Their prices felt extremely high, and they offered little support.Brian at EdgeCraft Packaging got back to me immediately and helped me design my packaging. Their pricing was one-third the cost of competitors. He tracked the shipment to make sure I received it on time, then followed up after delivery to make sure everything was exactly how I wanted it.I cannot speak highly enough of the support I received. I will continue to order from Brian.
EdgeCraft Packaging did an excellent job walking me through the design process. They were highly responsive to my questions as a first-time customer and helped me create the product I wanted. Customer service was excellent, and the final product came out great.
I had a very good experience working with Steven at EdgeCraft Packaging. They have very good products and good pricing with excellent quality. We will definitely be using them again for future packaging and other products.
Peek Behind the Box With Customer Success Stories
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