Old Spice Marketing Mix

Old Spice was originally founded as a subsidiary of the Shulton Company in 1934. The first product manufactured was originally for women, called Early American Old Spice for women, in 1937. A year later, the Shulton Company released Old Spice for men. William Lightfoot Schultz, founder of the Shulton Company, insisted on centering the Early American Old Spice on a colonial theme, which resulted in detailed colonial sailing ships appearing as the brands main trademark. Over the course of the next 80 years, through its continuous use and advertising, these sailing ships remain as the valuable trademark for identifying the Old Spice brand. In 1990, Old Spice became a subsidiary of Procter & Gamble after the purchase of the entire brand from the Shulton Company. Since this time, Procter and Gamble continues to supply many of the same Old Spice products to consumers, as well as introduced new products, which have only enhanced the Old Spice line resulting in Old Spice becoming a dominating No. 1 brand of male grooming products.
Procter & Gamble contains four main categories (total of 23 brands), which are Baby, Feminine, and Family Care; Fabric and Home Care; Beauty; and Health and Grooming. Old Spice is part of the Beauty Category and specializes in men’s deodorant, antiperspirant, body spray, and body wash. Old Spice has recently made category …show more content…
As a result, Old Spice’s main theme of advertising is masculinity and hip lifestyles, which uses physically fit and good-looking men as role models in order to effectively appeal to Old Spice’s target market. The use of funny actors and clever dialogue make Old Spice’s advertisements “laugh out loud” funny and instill the brand as one of the most relevant on the