Old Spice Analysis

1376 Words 6 Pages
“Hello, ladies, look at your man, now back to me, now back at your man, now back to me” is a phrase that we all know and love from the Old Spice commercial featuring Isaiah Mustafa that took has entertained the world for the past six years. That advertisement made females think of the way they wanted their man to smell, and made the men watching want to be just like him. A more recent commercial would have to be the one involving the mother and son connection with Old Spice. The mothers are crying and the boys are off living their lives being prosperous. This ad thus connects to both sides of the public, those mothers who, if not already gone through this, will inevitably have to give up their little boy to go off to do their own thing, and …show more content…
The company was started up by a man named William Lightfoot Schultz, who was a part of Shulton Inc. It was originally made only for women, but two years later the men’s fragrance line followed. It officially debuted in 1937 as a true company and that’s when it began full on production. In 1990, Procter and Gamble bought out Old Spice from Shulton Inc. and turned it into what we know and love today. (Jorgensen, 395). The product it was selling, fragrances, were rivaled by many, but Old Spice’s advertising is what set them apart from every other fragrance …show more content…
That’s why when Old Spice launched its ad with the shirtless Isaiah Mustafa (see Appendix, Figure 2)the world outcome was successful. Not only was it a provocative commercial to those interested, it also was one that created a lot of interest. After about a week of it being released almost any passerby would recognize the famous line “look at me, now back at your man, now back at me.” According to SymphonyIRI, four weeks after the advertisement dropped, Old Spice’s sales went up 106%, and after 52 weeks it had leveled off at around eight percent (Neff). These ads evolved into advertisements with Terry Crews (see Appendix, Figure 3), and then the evolving battle between them. Not only was this interesting because both were shirtless men, they are also shirtless black men. That is a step in advertising that may seem like a huge risk, but it was one that massively paid off. They were able to create an ad that is almost iconic to us as individuals and made us as a society want to purchase Old Spice, because we wanted to be like Isaiah or Terry, or we wanted our significant other to be like them. More recent advertisements that have been released have also been very impactful. Initially, there was the ad that featured mother’s crawling around loathing the idea that their son has become something they weren’t ready to deal with (see Appendix, Figure 4). The second

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