Old Spice Communication Controlling Plan
“Old Spice” Communication Controlling Plan
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Table of Contents
Introduction
What is Old Spice?
Old Spice is the quintessential men’s grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-per spirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today’s man, including anti-per spirants, deodorants, body washes, body sprays, after …show more content…
The Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.
Early American Old Spice was developed around a colonial theme. When Old Spice was introduced, William Lightfoot Schultz was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice. Thus, colonial sailing ships were used as a trademark. Through continuous use and advertising, the various ships have become a valuable trademark identifying the Old Spice product for men.
Procter & Gamble, an American multinational consumer goods company, purchased the Old Spice fragrances, Skin Care and Antiperspirant and Deodorant products from the Shulton Company in June 1990 (Procter and Gamble …show more content…
As we mentioned before they wanted to engage attention of young people. After a string of successful television advertisements titled "The Man That Your Man Could Smell Like", they decided to adapt that campaign to social media which is very popular in our century and spark interactive conversations about their brand. We can say that there is an excellent use of social media as a two way channel. The original commercials featuring Mustafa were so successful that they lead to the July release of a follow up campaign that called ‘The Return of The Man Your Man Could Smell Like’ or the ‘Video Response’. It moved the Old Spice Guy from TV to the Internet. Basically campaign is about his fans could post questions or comments on Twitter, Facebook, or Reddit and he would respond to his favorite questions/comments by YouTube
____________________________________________________________________________________________________
Table of Contents
Introduction
What is Old Spice?
Old Spice is the quintessential men’s grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-per spirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today’s man, including anti-per spirants, deodorants, body washes, body sprays, after …show more content…
The Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.
Early American Old Spice was developed around a colonial theme. When Old Spice was introduced, William Lightfoot Schultz was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice. Thus, colonial sailing ships were used as a trademark. Through continuous use and advertising, the various ships have become a valuable trademark identifying the Old Spice product for men.
Procter & Gamble, an American multinational consumer goods company, purchased the Old Spice fragrances, Skin Care and Antiperspirant and Deodorant products from the Shulton Company in June 1990 (Procter and Gamble …show more content…
As we mentioned before they wanted to engage attention of young people. After a string of successful television advertisements titled "The Man That Your Man Could Smell Like", they decided to adapt that campaign to social media which is very popular in our century and spark interactive conversations about their brand. We can say that there is an excellent use of social media as a two way channel. The original commercials featuring Mustafa were so successful that they lead to the July release of a follow up campaign that called ‘The Return of The Man Your Man Could Smell Like’ or the ‘Video Response’. It moved the Old Spice Guy from TV to the Internet. Basically campaign is about his fans could post questions or comments on Twitter, Facebook, or Reddit and he would respond to his favorite questions/comments by YouTube