High Endurance

Procter & Gamble was looking to bring a more contemporary image to the established Old Spice brand with the introduction of a new deodorant targeted to younger men. Applebaum conducted a brand identity program to create a sub-brand name and define the optimal brand architecture for this strategically important product launch.

The strong, compelling, and fitness-oriented name High Endurance, developed by Applebaum, helped revitalize Old Spice by speaking to the younger and broader target audience. It continues to be relevant and versatile for P&G, now encompassing a wide range of men’s personal care products.