Old Spice

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Old Spice is a prominent American brand of male grooming products. It is manufactured by Procter & Gamble, which acquired the brand in 1990 from Shulton, Inc. Shulton, Inc., the original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. Recently, Old Spice has gained popularity among youth due to humorous marketing campaigns.


The men's products were dominated by shaving soap and aftershave lotion, marketed with a nautical theme. Sailing ships in particular were used as a trademark. The original ships used on the packaging were the Grand Turk and the Friendship. Other ships used on Old Spice packaging include the John Wesley, Salem, Birmingham, Maria Teresa, Propontis, Recovery, Sooloo, Star of the West, Constitution, Java, United States, and Hamilton.

In an attempt to gain market share in the competitive bar soap business, a field sales representative, after noticing the success of his colleagues’ holiday-themed Old Spice "soap on a rope" sales, approached the newly appointed P&G General Manager of personal soaps about launching a bar soap offering at a price point parity to market leaders. The idea of Old Spice bar soap was born in a sport and fresh themed offering. The items after a short window of time failed to obtain decent market share in the market and focus was turned to the profitable liquid body soap business that was experiencing a growth spurt yet had no real offerings for men. Old spice body was born and heavily supported by one large U.S. chain. Upon two years of sales success with minimal marketing spend, an agency approached for another brand in the P&G stable offered to draft the campaign of the brand they were approached provided they could work on Old Spice. The critically acclaimed and viral driven spots put Old Spice body wash and deodorant into a multi-year growth trajectory unequaled by many other brands. Throughout the 2000s, Procter & Gamble introduced many forms of deodorant, body washes, and body sprays in several scents under the Old Spice name.

In early 2008, the original Old Spice scent was repackaged as "Classic Scent", both in the after shave and cologne versions. The traditional white glass bottles gave way to plastic, and the grey stoppers to red. Old Spice Classic shower gel was sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist." Ironically, P & G has since discontinued selling "Classic" scent body wash and moved to selling multiple modern scents targeted to a younger demographic.


"The original."

Old Spice's buoy-shaped bottle cologne has been its staple product, available in its original scent as well as newer Pure Sport. In 2006, Old Spice introduced an all-new fragrance, OS Signature, which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance.

Old Spice, as of 2010, had three main lines of grooming products and each line features a variety of products and scents. "High Endurance" is promoted as a basic grooming line, and includes antiperspirant, deodorant, body wash, shower gel, and hair and body wash. "Classic" is aimed at people who prefer the original scents of Old Spice including deodorant sticks, body wash, and shaving products. "Red Zone" is aimed as a higher-end line, including antiperspirant, deodorant, body wash, and body sprays. It is claimed to have a time-released scent system.


"If your grandfather hadn't worn it, you wouldn't exist."

Actor Bruce Campbell has appeared as a parody of himself in a series of commercials for the product line.[1] Actor Neil Patrick Harris has appeared in Old Spice TV commercials as a parody of his Doogie Howser, M.D. character. Isaiah Mustafa has received fame from endorsing Old Spice in the commercial The Man Your Man Could Smell Like.[2][3][4][5] Old Spice also sponsored NASCAR racer Tony Stewart for 10 years, ending their sponsorship deal in 2010. Terry Crews has appeared in "16 hour odor blocker" commercials. Old Spice also has a sponsorship deal with the NFL, and featured Ray Lewis in a series of commercials in 2010. They are also known for having strange commercials such as riding a horse backwards.

Old Spice is well known in the USA for their jingle, a catchy whistle used in just about every Old Spice commercial. Over the years, the whistle has changed from minor to major (and back to minor), shortened, and now the whistle does not have music behind it. In the UK, Australia, India, and South Africa, the brand was advertised with "O Fortuna" from Carmina Burana by Carl Orff.

Tim Heidecker and Eric Wareheim directed several new Old Spice commercials starring actor Terry Crews.[6]

Old Spice sponsored NASCAR driver Tony Stewart for ten years starting in 1999 when Stewart was approached by Joe Gibbs to drive the #20 Home Depot Chevy. Old Spice also would be a primary sponsor of Stewart when he drove for Kevin Harvick Incorporated. Stewart left Gibbs in 2008 to drive under his own racing team Stewart-Haas Racing and Old Spice sponsored him for 2009. When Stewart performed badly in spring 2010, Old Spice stopped sponsoring him.

On July 14, 2010, Old Spice launched the fastest growing online viral video campaign ever, garnering 6.7 million views after 24 hours, ballooning over 23 million views after 36 hours.[7] Old Spice's agency created a bathroom set in Portland, Oregon and had their TV commercial star, Isaiah Mustafa, reply to 186 online comments and questions from websites like Twitter, Facebook, Reddit, Digg and others. The campaign ran for 3 days.[8]

On July 26, 2011, Old Spice launched a new campaign on YouTube featuring a challenge between Isaiah Mustafa and Fabio entitled Mano a Mano in el Baño (hand-to-hand in the bathroom). Mustafa said he was not worried, even though Fabio has been "the epitome of the sex symbol as a pitchman." Mustafa emerged as the winner.[9]

In February 2012, Old Spice launched a new campaign called "Smell is Power", bringing back Terry Crews for the ads.

In March 2013, Old Spice began their campaign starring Mr. Wolfdog, a wolfdog with an electronic collar that allowed him to speak to humans, acting as the marketing director of Old Spice. In addition to making videos to promote the new Old Spice Wild Collection he had conducted live interviews over YouTube to get fans to write and create new fan submitted ads, in addition to appearing on Xbox Live on March 12, 2013.[10]

In the first quarter of 2013, they began using "Believe In Your Smellf" as a tagline on some products.

In September 2013, Old Spice launched a marketing campaign in New Zealand. This was further continued with a similar campaign established in Australia days later. Both campaigns coincided with the launch of products in Oceania.


  1. ^ *Bruce Campbell commercial, "Experience is Everything"
  2. ^ "That great Old Spice TV ad: 'I'm on a horse' and how he got there". Entertainment Weekly. 2010-02-19. Retrieved 2010-03-15. 
  3. ^ "It's the guy in the Old Spice commercial: Isaiah Mustafa". Los Angeles Times. 2010-02-16. Retrieved 2010-03-15. 
  4. ^ Grant, Drew (2010-02-20). "Old Spice’s Spicy Ad Campaign". Mediatite. Retrieved 2010-03-03. 
  5. ^ Barol, Bill (2010-02-18). "The making of ‘The Man Your Man Could Smell Like’". True Slant. Retrieved 2010-03-15. 
  6. ^ *Old Spice - "Punch"
  7. ^ Old Spice blows the doors off of Advertising
  8. ^ Behind the Curtain of Old Spice’s Viral Video Mega Hit
  9. ^ MSNBC: Old Spice guy wins online hunk-off over Fabio
  10. ^ "Old Spice - YouTube". Mrwolfdog.com. Retrieved 2013-11-09. 

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