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 14th July 2016


Recent stories from Adbrands Weekly Update:

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 Weekly Update 6th Feb 2014: Ads of the Week: "Meeting". It's been a while since we featured an Old Spice ad among our Ads of the Week, but Wieden & Kennedy appear to have discovered a new creative spark for the brand, with this charming little fantasy. Pleasingly it's actually a little more sophisticated than past productions, while retaining all of the same surreal craziness. Looks like the brand is going after a slightly older demographic, which is now bad thing. 


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