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Old Spice Essay

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Since its launch in 1934, Old Spice has been stocking the cabinets of fathers and grandfathers with their cologne and after shave, but faced extinction when their fan base began to age and sales started to slip. Though the instantly recognizable colonial ship has remained the trademark of the company, it wasn’t until advertising agency Wieden+Kennedy Portland (W+K) got hold of the reigns that the personal hygiene company appear back on the radar and took the spotlight.
Brand Strategy When positioning a product, brand strategies are created to serve as a plan to depict an image of itself that invokes certain feelings within a customer, thus influencing purchasing behavior. W+K faced the challenge of not only appealing to a younger male audience …show more content…

Despite the variety of products, the idea that not only is it okay that you smell like a man, the overall idea is that it’s what your significant other wants you to do (Source).
Brand Elements Keller defines brand elements in our text as “visual or verbal information that serves to identify and differentiate a product” (Keller, 2013, p.114). The definition continues by describing such elements as “identities” of a brand. Despite changes over the years in response to different campaigns, Old Spice still possesses such elements unique to them like their logo, spokesperson, and even their jingle.
Logo
According to the history of the company, creator William Lightfoot Schultz desired to maintain the colonial feel of the American Early times and chose the nautical theme that inspired the ship in the logo (SOURCE). Though the nautical theme has been consistent over the years in their commercials; other than the script used, only the ship in the logo has changed and is sometimes replaced by a “contemporary yacht” (SOURCE). Figure 3 Original Old Spice logo featuring traditional script

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