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 the Shulton Company.
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[edit] History
The Shulton Company, original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. The first Old Spice product was intended for women, introduced in 1937. Old Spice for men followed in 1938.
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. Procter & Gamble purchased Old Spice from the Shulton Company in June 1990. The clipper ship was replaced by the yacht logo in February 1992. Throughout the 2000s, Procter & Gamble introduced many forms of deodorant, body washes, and body sprays in several scents under the Old Spice brand.
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 is sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist."
[edit] Products
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, has 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.
[edit] Marketing
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.
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 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]
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 12th, 2013. [10]
In the first quarter of 2013 they began using "Believe In Your Smellf" as a tagline on some products.
[edit] References
- ^ *Bruce Campbell commercial, "Experience is Everything"
- ^ "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.
- ^ "It's the guy in the Old Spice commercial: Isaiah Mustafa". Los Angeles Times. 2010-02-16. Retrieved 2010-03-15.
- ^ Grant, Drew (2010-02-20). "Old Spice’s Spicy Ad Campaign". Mediatite. Retrieved 2010-03-03.
- ^ Barol, Bill (2010-02-18). "The making of ‘The Man Your Man Could Smell Like’". True Slant. Retrieved 2010-03-15.
- ^ *Old Spice - "Punch"
- ^ Old Spice blows the doors off of Advertising
- ^ Behind the Curtain of Old Spice’s Viral Video Mega Hit
- ^ MSNBC: Old Spice guy wins online hunk-off over Fabio
- ^ http://www.mrwolfdog.com/
[edit] External links
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