Old Spice Analysis

• The advert is very humorous
• Old Spice is very traditional
• An advert that has a very American theme and influence
• Has products that are typical for men but also is silly with the adverts
• 1934 founded by William Lightfoot Schultz
• 1937 introduced for women
• 1938 introduced for men
• June 1990 Procter and Gamble acquired Old Spice
• 2012 its iconic clipper ship logo replaced with a yacht and targeting changed to young demographic segment 

2010 Old Spice had been losing their market share as it was seen as outdated
Had direct competition with the Dove SuperBowl campaign
Research showed that 60% of mens body washes were purchased by women
Most products were aimed at mens masculinity

1. The man your man can smell like- create a buzz- seeding
2. Launching the product and using buzz words for the SuperBowl
3. Engaging with their audience

YouTube- 10 million views

Facebook- 55000 fans

Traffic increase- oldspice.com 9 times from previous year