The " Make a Smellmitment" commercials with Mustafa and Crews debuted in 2015, promoting Timber (or Swagger) and Bearglove. [ citation needed]

A citrus blast in the head followed by a floral bouquet in the heart and a musky resinous base. There’s something for everyone in Old Spice’s timeless classic. In the 1970s, Old Spice shifted from being a shaving brand to a fragrance brand by introducing signature scents like Old Spice Burley. [5] Original bottles, 150 ml, from April 1992 In 2013, Old Spice launched a series of TV commercials in India titled "Mantastic Man" starring supermodel and actor Milind Soman. [ citation needed] Pushing 80, Old Spice eternally struggles to stay relevant in the face of a dynamic and changing market. In the 1970s, Old Spice transitioned into a fragrance brand and distanced itself from its shaving heritage. However, as an aftershave, the longevity is left wanting even if its hardy. If the fragrance is applied at breakfast, it will have more-or-less wilted away by lunchtime.

The musky and mineral amber resin is the heart and soul of Old Spice. Its lingering notes are laced with childhood memories and sweet nostalgia. In 1990, Proctor & Gamble bought the brand from the Shulton Company who founded it. However, times were changing and the iconic sailing ship was taking in water and its future was uncertain. Between Isaiah Mustafa (The Man Your Man Could Smell Like) as brand ambassador and former NFL player Terry “Power” Crews fronting the sports range, Old Spice covered its bases. The campaigns were enormously successful and launched the brand into a renaissance. It’s a mature fragrance given its association with fathers and grandfathers. Nevertheless, it is perfectly wearable for younger men and Old Spice has been marketing itself thus for several years. Times, Los Angeles (6 January 2014). "Old Spice's 'Momsong' commercial is another viral hit". Los Angeles Times . Retrieved 2016-09-09.

Old Spice is heralded as a tasteful and elegant men’s cologne despite the modest price tag. Although it makes for an excellent daily fragrance, men have been known to save it for special occasions. Therefore, although best worn at the office, it wouldn’t go amiss at a formal gathering. Despite all its efforts to rebrand and diversify, Old Spice will be forever remembered for its original iconic cologne in buoy-shaped bottles. After the success of "The Man Your Man Could Smell Like", Old Spice released, "The Response Campaign". Over the course of two and a half days, the brand filmed 186 videos featuring Mustafa engaging in conversation with fans and celebrities. The campaign earned over 40 million views after the first week and led to Old Spice securing the spot of #1 all-time most viewed branded channel on YouTube. [ citation needed] Newman, Andrew Adam (2014-02-17). "In Shampoo Ads for Men, It's Not Just the Hair, It's What It Does for You". The New York Times. ISSN 0362-4331 . Retrieved 2019-08-27.Its projection therefore is surprisingly delicate for a classic masculine cologne. Similarly, the sillage is very moderate and doesn’t leave much a trace when leaving the room. New products were introduced at the turn of the 21st Century and Old Spice was the subject of an aggressive marketing drive in the early 2010s. Old Spice has partnered with the NFL and featured football stars including Ray Lewis, Greg Jennings, and Wes Welker in various TV and digital campaigns. In 2012, former NFL player Terry Crews was featured in the brand's viral hit "Muscle Music". The interactive video allowed people to make music through different musical instruments rigged to corresponding muscles on Crews's body. [11] The commercial "Momsong" became popular in 2014 as a part of the brand's "Smellcome to Manhood" campaign. [12] In Europe, the fragrance still comes in its famous white glass bottle. However, the USA now only features plastic bottles.

Old Spice was launched as Early American Old Spice by William Lightfoot Schultz's soap and toiletries company, Shulton Inc., in 1937. It was first targeted to women, with the men's product being released before Christmas at the end of 1937. [1] History [ edit ] 1944 advertisement for various Old Spice products Old Spice is a versatile year-round fragrance. However, it proves particularly successful during the end of autumn and during the winter months. The combination of citrus and spices make it an ideal Christmas fragrance that evokes potpourri and mulled wine. Old Spice customization through Productimize Simple Solution". Productimize . Retrieved 2023-10-03. Hirschman, Elizabeth C. (2016-01-22). Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning. Routledge. ISBN 9781317386056.Apparently designed to have the appearance of a buoy, it’s always been more reminiscent of a milk bottle. The nautical aesthetic has been downplayed on the newer bottle designs.