Old Spice

Old Spice was founded in 1934’s. Mugs were made. Kinda product children would buy for their fathers. Started as toiletries.

- FOunded in 1934 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

Old Spice 2010 Campaign
- losing their market share and had been seen as outdated and for old men.
- set on Weiden and Kennedy to remarked Old Spice
- Direct competition with Dove Super Bowl campaign 2010
- Proctor and gamble’s research showed that 60% of Men’s body washes were purchased by women so Old Spice needed to attract female shoppers
- many products on the market lacked masculine credibility so Old Spice could work on the idea of smelling like a man

Target audience is 12-34 men and their women shoppers
Old spice media strategy for the launch was simple: instead of spending mine to on super bowl, they aimed to create a super bowl impact building awareness around it
1st communication layer (SEEDING): to start building buzz with Old Spices fans, “the man your man could smell like:
2nd communication layer (LAUNCHING): next, search engines strategy played a key role, as people though that super bowl has launched it just because they did it all around the super bowl
3rd communication layer (ENGAGE): post launch, old spice media strategy addressed one of the key ingredients for success, getting both sexes to talk about the campaign

YouTube video became viral and got 10 million views, facebook got 55,000 fans and the traffic for oldspice.com got 9 times more from the previous year