Old Spice – July 2013

It’s usually hot and humid in the summer. Hot weather means sweat and lots of it. There’s nothing better to help block perspiration if you own a good old deodorant stick. This month we bring to you an ad slogan from the grooming product manufacturer ‘Old Spice’. Old Spice was founded in 1934 by William Lightfoot Schultz. The company made aftershave lotion and shaving soap for men but would later expand to include deodorant, body washes and sprays under the ‘Old Spice’ brand. In 1990, Shulton Inc. was acquired by Procter & Gamble. Much of the success of the company’s products can be attributed to the successful viral marketing campaigns that the company has created in partnership with media personalities. The company has partnered with the NFL, Nascar and actors Neil Patrick Harris and Bruce Campbell for successful ad campaigns and found success with TV commercial actor Isaiah Mustafa with viral videos that were promoted on YouTube. In February 2012, Old Spice launched a new campaign called “Smell is Power”, bringing back Terry Crews for the ads. Their newest campaign is centered around motivational tapes for men who want to become achievers, running on television, digital, press and outdoor media and is being marketed for the company’s newest ‘Champion’ brand of grooming products. The new campaign’s goofiness this time extends to the tagline which is…

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