Observed Signal · Jul 1, 2026 · Product Launch · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Old Spice launches 'Cold Spice' with Teddy Teclebrhan
Old Spice (Procter & Gamble) has launched a new cooling antiperspirant and shower-gel range called “Cold Spice,” introduced in June. The brand has started an accompanying launch campaign starring comedian Tedros “Teddy” Teclebrhan — who has been Old Spice’s testimonial for about a year — using absurdist, humorous spots created with creative agency Burns. The campaign will run across TV, digital channels and at point-of-sale in 28 European markets. The article notes Teclebrhan recently also began a PayPal testimonial role and that Old Spice seeks to continue its tradition of iconic, award-winning humorous creative work established by past testimonials such as Isaiah Mustafa and Teddy Crews.
Pan-European product and creative campaign launch across TV, digital and PoS; relevant for media planning and creative production but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Old Spice (Procter & Gamble) introduced the Cold Spice antiperspirant and shower-gel range in June.
- Comedian Tedros “Teddy” Teclebrhan, Old Spice’s testimonial for about a year, stars in the new Cold Spice campaign.
- Creative agency Burns is the responsible creative agency for the new campaign.
- The Cold Spice launch campaign will be broadcast in 28 European markets across TV, digital channels and at point-of-sale (PoS).
- Teddy Teclebrhan is also a recent testimonial for PayPal, which launched the 'Tap dir mehr' campaign with him in early June.
Connected Companies & Entities
2 Entities mapped“The 42-year-old is also recently a testimonial for PayPal in this country; the payment service provider launched the 'Tap dir mehr' campaign...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Old Spice Revamps 'Mom Song' for Modern Moms
Old Spice, the Procter & Gamble men’s grooming brand, has updated its 2014 ad “Mom Song” with a new R&B‑style anthem that presents a more wholesome view of mother‑son relationships. The original 2014 spot satirized overprotective “helicopter” mothers; the 2026 follow‑up reframes the concept with a modern motherhood twist while promoting Old Spice’s new Swagger line of products. The piece highlights the brand’s creative direction change rather than reporting commercial results or distribution specifics.
Dr. Squatch Enlists Megan Fox for Deodorant Campaign
Dr. Squatch, the Unilever-owned men’s personal care brand, launched a six-part campaign starring Megan Fox as “Professor Fox” for “The Dr. Squatch Foundation for Odor eXcellence.” The creative series mixes humor, innuendo and education to promote the brand’s all-natural deodorant, and will roll out globally across TV, Connected TV (CTV) and social channels. John Ludeke, chief brand officer of Dr. Squatch, said the campaign aims to capture attention with entertaining content and then educate consumers about natural ingredients. The company has a history of talent-led marketing, including prior collaborations with comedian James Schrader and a high-profile Sydney Sweeney promotion last year.
Creative Campaigns: Bubba Burger, Melanoma Canada, National Geographic, Old Spice
Ad Age published a roundup of new creative campaigns on July 7, 2026. The piece highlights National Geographic’s new ads centering its yellow frame, Melanoma Canada’s sun-safety stunt “The Sun Cover” created with agency Rethink, and Old Spice’s new “Smell Goes a Long Way” campaign in the U.K. The article lists multiple brand creative launches (including Bubba Burger) and is authored by Tim Nudd and Brandon Doerrer. The story is a short creative-news roundup summarizing recent campaign work rather than announcing industry-level product or policy changes.
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