Old Spice

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Selected Old Spice advertising

Old Spice is a leading male grooming product range in Procter & Gamble's portfolio, partnering the Gillette family, and sold mainly in North America. Originally a men's cologne, the brand underwent a complete overhaul in the mid to late 2000s following the enormously successful US launch of Unilever's Axe. The range was expanded from the original shaving lotion to encompass a broad selection of deodorants, sprays and bodywash products, as well as several additional fragrances and spin-off lines Swagger, High Endurance and Red Zone. By mid 2011, there were more than 80 different products under the Old Spice umbrella. A haircare range was introduced in 2014. However, the brand's biggest success has been its offbeat and tongue-in-cheek marketing campaign. This has featured a number of different brand ambassadors since 2006, but none more memorable than former professional footballer Isaiah Mustafa. One concern, perhaps, is that the enormous global popularity of Old Spice's marketing to some extent overshadowed the actual product. Nevertheless, it has successfully overtaken Axe as the top-selling US male grooming brand. Old Spice shaving lotion was originally created in the US in the 1930s, and more or less dominated its market by the 1970s before being eclipsed by more stylish eaux de colognes from Europe. It was acquired by P&G as part of the Shulton toiletries business in 1990 but failed to regain much ground until a 2006 relaunch to counter the rampant growth of Unilever's Axe. The first Isaiah Mustafa "Old Spice Guy" ads appeared in 2010. Adbrands does not currently offer a business profile for this brand but subscribers may access the P&G Beauty and Gillette profiles as well as account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 26th September 2018

What are the competitors of Old Spice? See Personal Care Index for other companies.

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Recent stories from Adbrands Weekly Update:

Adbrands Social Media 12th Feb 2018: Wieden & Kennedy's ads for Old Spice have definitely lost more than a little of their power. We've been unimpressed by most of the recent executions but we have to admit that this one made us laugh. (More than its longer accompanying spot using the same setting). Reminded us of those classic Tex Avery cartoon routines, where a series of absurd visual gags are piled on top of one another to ludicrous effect. 

Adbrands Weekly Update 22nd Sep 2016: Ads of the Week "The Road". Wieden & Kennedy's latest set of ads for Old Spice are more low-key, reflecting the less in-your-face personality of the brand's new spokesman, NFL star Von Miller, compared to the incomparably shouty Terry Crews. But they're no less crazy. This one, "The Road", offers a nice satire of that ridiculous Johnny Depp ad for Dior Sauvage. Remind yourself of those parallels over on our Facebook page, where you'll also find another equally off-the-wall spot.

Adbrands Social Media 2nd Jun 2016: Like something that has escaped your most bizarre bodyspray and beats-inspired nightmare, the latest Old Spice viral is a mash-up of all the best bits from Wieden & Kennedy's most recent campaigns, digitally enhanced for extra madness. Words fail us: there are sights here that can never be unseen. But that doesn't stop it from being awesomely entertaining. 

Adbrands Social Media 11th Jan 2016: Wieden & Kennedy's new direction for Old Spice features fewer laugh-out-loud moments; and certainly a lot less shouting now that Terry Crews has departed the fold; but arguably a greater degree of sophistication. Slightly. No shortage of absurdity though. 

Adbrands Social Media 11th Sep 2015: More unadulterated insanity from Wieden & Kennedy for Old Spice as spokesbodies Terry Crews and Isiaih Mustafa go head to head over whose version of that wash product is more appealing. Timber or Bearglove? Loud or suave? Which is better? 

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