Old Spice : Initial Research

Old Spice:

Old Spice were manufactured by the Shulton Company who were founded in 1934. Three years later, Old Spice were introduced on the 19th of June 1937. Which was a staggering 80 years ago. Old spice's products are aimed at men, which are grooming products. The country which this brand exists in is the United States, however, they sell worldwide. Throughout the years of Old Spice, the target audience changed. They started off with targeting women, with Lightfoot Schultz's soap and toiletries company. But as time went on, they introduced a men's products. This soon became more popular than the original products, aimed at women. Therefore, Old Spice changed their intentions, because more products were successfully being sold. Recently, Old Spice were sued $5million after customers claimed their products, which they bought gave them chemical burns and rashes – people knowing this, will turn them off from buying from Old Spice.

Old Spice have currently many commercials which are very popular online. Old Spice created 186 videos, in just under two weeks. All these videos featured Isaiah Mustafa. The campaign got viewed over 40 million times – which secured Old Spice the number 1 spot in the most viewed branded channel on YouTube. Later, many more videos and commercials were created, which are seen as humorous and entertaining. The way they are created, really engages the audience to keep watching. Old Spice using commercials are their main way of advertising.  

Below are the commercials made by Old Spice, featuring Terry Crews.