Old Spice
CHASE ESTEP – ZAC THOMPSON
History
 Old spice was started in 1934 and was acquired by
Proctor and Gamble in 1990.
 The first products they made were for women.
 1971 Old Spice Commercial
 Up until 2008 Old Spice used the slogan:
 “The original. If your grandfather hadn’t worn it, you
wouldn’t exist.”
Spokespersons
 Over the years, Old Spice has used many spokesmen:
 Bruce Campbell Commercial
 Neil Patrick Harris
 Tony Stewart
 Ray Lewis
 Starting in 2010 Old Spice hired Isaiah Mustafa and
launched the “Man your man could smell like”
campaign.
 The first commercial
 At the same time they launched the “16 hour odor
blocker” commercials with Terry Crews
 After the success of the Isaiah Mustafa commercials, Old
Spice launched an online campaign where Isaiah Mustafa
answered people questions in the typical “bathroom”
format and received over 50,000,000 views in 2 days.
 YouTube Response
 In 2011, Old Spice added Fabio to their list of
spokesmen and he challenged Mustafa to a contest of
who had the most swagger. In the end, Mustafa
emerged as the victor.
 “Mano a Mano in el Bano”
 Old Spice’s most recent ads have brought back Terry
Crews with the campaign “Smell is Power.”
 Thanks to their addition of Isaiah Mustafa, Old Spice
recognition and sales have increased over 25% and
they continue to increase.