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Old Spice

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Heba Alattas

on 11 March 2014

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Transcript of Old Spice

The first Old Spice® product, was called Early American Old Spice for men, was introduced in 1938. The Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.

Early American Old Spice was developed around a colonial theme. When Old Spice was introduced, William Lightfoot Schultz was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice. Thus, sailing ships, in particular colonial sailing ships, were used as a trademark. Through continuous use and advertising, the various ships have become a valuable trademark identifying the Old Spice product for men.

Procter & Gamble purchased the Old Spice fragrances, Skin Care and Antiperspirant and Deodorant products from the Shulton Company in June 1990.

Since purchasing the Old Spice line, they have continued to provide many of the original Old Spice products as well as introducing several new products that have enhanced the Old Spice line.

Fresh Collection
Client: P&G, Old Spice.
Agency: W+K Portland, USA.
Product: Old Spice, Scent Vacation.

The Old Spice Guy, as played by Isaiah Mustafa, is back in a 30-second spot titled, "Scent Vacation." Highlighting the Old Spice Fresh Collection, a line of deodorant, body spray and body wash, the new series of ads includes TV, print and digital executions all inspired by scents from some of the freshest places on earth like Cypress, Denali, Fiji, Matterhorn and Komodo.
Campaign Description
Conventional Advertising

Non-Conventional Advertising
Social Media.
Online Magazines.

Social Media
Internet Advertising
Sky Scraper
Online Magazine
Thanks For Listening
Done By:
Heba Alattas KBG014
Old Spice used TTL Advertising in most of their campaigns including the Smell Like A Man, Man. Scent Vacation.
Full transcript