Old spice notes 

 

In 1934 old spice was founded by William Lightfoot Schultz

 

In 1937 it was introduced for women as well

 

In 1938 it was introduced for men 

 

In June 1990 Procter and gamble acquired old spice 

 

In 2012 its iconic clipper ship logo replaced with a yacht which targeted a younger demographic 

 

 

The old spice 2010 campaign:

Old spice were loosing their market share and had been seen as an outdated fragrance and labelled for old men. 

This was a direct competition with the 2010 dove Superbowl campaign

Procter and gambles research showed that 60% of men’s body washes were purchased by women so old spice needed to attract female shoppers 

Many products on the market lacked masculine credibility so old spice could work on the idea of smelling like a man 

 

Media strategy:

Target audience is 12 – 34 men and their women shoppers 

 

Old spice stratedgy for the launch was simple, instead of spending money on the superbowl, they aimed to create superbowl impact building awareness around it 

 

1st communication layer (seeding) to start building buzz with old spice fans “the man your man could smell like” first appeared on YouTube and Facebook a few days later before the big game 

 

2nd communication layer (launch), next, search engines strategy played a key role, as old spice scooped up Superbowl related terms to help drive traffic over Superbowl weekend. With these tactics in place buzz for the man your man could smell like was climaxing just as the game was finishing. By the time the spot first debuted on television – 24 hours later – many people assumed that it had debuted during the Superbowl.

 

3rd communication (layer), post launch, old spice media strategy addressed one of the key ingredients for success, getting both sexes to talk about the campaign