Old Spice: Initial Research

• It was founded in 1934 by William Lightfoot Schultz
• He was inspired by his mothers potpourri
• The first Old Spice product he released was a women’s scent called ‘Early American Old Spice’ this product did extremely well on the market

• They then moved to Old Spice Men in 1938 and found this actually was more successful to market to men
• Old spice was initially manufactured by the Shulton Company
• It is now manufactured by Procter and Gamble as they purchased it in 1990
• The men’s products were dominated by shaving foam and aftershave
• In the 70s Old Spice shifted from being a shaving brand to a fragrance brand with Old Spice Burley
• In 2014 they broadened their market and started producing hair care products like gel and wax
• The advertising campaign ‘The Man Your Man Could Smell Like’ in 2010 went viral with Isaiah Mustafa being the face of it. This ad campaign was created by the agency Wieden+Kennedy

• After the ‘The Man Your Man Could Smell Like’ campaign’s success they decided to create another with Isaiah Mustafa called ‘The Response Campaign’. For this campaign they created over 100 videos of Mustafa talking to fans and other celebrities.
• This campaign made the Old Spice youtube channel the number 1 trending channel on Youtube and the amount of views it got exceeded that of the acceptance speech from Obama.
• They have also partnered with other members of the NFL including Ray Lewis, Greg Jennings, Wes Walker and Terry Crews.
• ‘Make a Smellmitment’ advertisements with Terry Crews and Isaiah Mustafa aired in 2015, promoting Timber(or Swagger) and Bearglove