Old Spice: Initial Research

Old Spice is an American based brand that focus on male grooming products and anterpersperants. Old spice was orginally maunfactured by the Shulton Company, who was founded by William Lightfoot Schultz in 1934. The very first Old Spice product was called Early American Old Spice was produced in 1937 for women and the Old Spice product made in 1938 for men.


When Early American Old spice was first introduced Scultz was interested in maintaining a coloinal framework, whereas he chose to go with a nautical theme for Old Spice. In June 1990 Procter and Gamble purchased the Old Spice fragrances, Skin Care and Antipersperant products from the Shulton Company. 


Old Spice's logos are focused on sailing ships in particular due to it being related to the male's products chosen theme. The main ships used were the Grand Turk and the Friendship. Some other ships used in the advertiseing include the Maria, the Teresa, the star of the West and the Java. 


In an Advertising campaign developed by Wieden + Kennedy in 2010 featuring Isaiah Mustafa became popular after the first advertisement, titled The Man Your Man Could Smell Like, went Viral. Watch that video here: https://youtu.be/owGykVbfgUE

After the previous Old Spice campaign went viral, they realease a second advertisement "The response Campaign. Over iust two and a half days Ild spice filmed 186 video's containing Isaiah Mustafa and multiple other celebrities such as, Terry Crews and Wes Walker. This campaign earned the brand 40 million views in just one week.