Old Spice, Before the "Old Spice Guy"
January 22, 1938
On the shelves since 1938, the brand Old Spice has long been associated with elderly gentleman and the past. Inspired by women’s potpourri, the first Old Spice product was a women’s scent called Early American Old Spice, followed soon after by a scent for men. At the time, the products were developing around a colonial theme. Founder William Lightfoot Schultz was interested in maintaining this framework and began advertising Old Spice within a nautical theme. Sailing ships, specifically colonial sailing ships, were used at the brand’s trademark.
Through their continual use and appearance in advertising, the various ships helped to identify the Old Spice product for men from other competitors. Phrases like “feel the freshness of the open sea” complimented the use of ships, further distinguishing the brand from others. It was during this time that Old Spice was advertising to an older, 40-60 year-old market, which soon became the company’s downfall.
Though the products were selling, in order to break into a new market, Old Spice needed to broaden its appeal through marketing to younger men to keep their brand alive as competition increased. The brand waited until 2002 to launch a rebrand, but it was unsuccessful. By 2006, Old Spice had lost its popularity. It was not until the company engaged the award-winning advertising agency, Wieden + Kennedy, that Old Spice improved its market share and revenues, and launched one of the most successful marketing campaigns today.