(Green Palm Leaves Free PNG and Vector, n.d.

(Image: New Old Spice Fresher Collection, 2015-a)

Fresher Collection

(Image: New Old Spice Fresher Collection, 2015-b)

(Image: New Old Spice Fresher Collection, 2015-c)
 Executive Summary
The following research was conducted by Christopher Gomez,
Hailey Mann, Taryn Reed, and Dustin Wallace to analyze Old
Spices Fresher Collection product line. All primary research was
done through a textual analysis of five Old Spice commercials. All
secondary research was done using the Old Spice website along with
other sites such as the Procter & Gamble website.
This report gives an overview of the industry, company, and
product. Highlights in the report include the target audience,
product features and benefits, direct and indirect competitors, and an
analysis of current advertising.
After thoroughly conducting the primary and secondary
research we have a good understanding of the target audience, main
competitors, and advertising strategies the Old Spice company uses
to stay competitive in the Beauty and Health Care industry.

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 Table of Content

Cover Page.................................................................... 1
Executive Summary..................................................... 2
Table of Content........................................................... 3
Industry and Company Overviews............................. 4
Products Information.................................................. 5
Features and Benefits................................................... 6
Direct & Indirect Competitors................................... 7
Product Advertising...............................................8-10
Target Audience......................................................... 11
Feature of Old Spice Adverstiing............................. 12
Reference...............................................................13-14
Image References....................................................... 15

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 Compay Overviews
In 1837, Procter & Gamble was established by founders William Procter and James Gam-
ble (Procter & Gamble Company, 2017). The two partnered to put their respective soap and candle
businesses on the map. The partnership agreement was signed on Oct. 31, 1837, in Cincinnati, Ohio
just two blocks from its current headquarters (Procter & Gamble Company, 2017). The Procter &
Gamble Company hit $1 million in annual sales in 1859, 22 years after formation (Procter & Gamble
Company, 2017).

William Procter and James Gamble married sisters before establishing their business, creating
the family company image Procter & Gamble portrays through marketing strategies. In 1878, the
second generation of the family became actively involved in the business as they graduated from col-
lege. Both founders had large families and many of the children took up roles in the company. James
N. Gamble (the oldest Gamble son) became superintendent of the companys factories and began to
alter the art of making soap and candles (Procter & Gamble Company, 2017). Harley Procter, Wil-
liam Proctors son took control of Procter & Gambles sales and marketing and played a critical role
in how the company brands its products (Procter & Gamble Company, 2017).

Although Procter & Gamble has been in the body care industry for many years, it did not
originally produce Old Spice products. The first Old Spice product was introduced in 1937 by the
Shulton Company (Old Spice, 2017). Procter & Gamble purchased the Old Spice fragrances, deodor-
ant, and skin care products from the Shulton Company in 1990 (Old Spice, 2017). Since then, Procter
& Gamble has developed new fragrances and products for the Old Spice brand.

Industry Overviews
The Procter & Gamble Company falls into the Soap and Other Detergent Manufacturing industry
(Business Insights: Global, 2017). Profits are on the rise from a minor dip in 2014 within the
industry. The drop in revenue peaked around 2016 due to an FDA ban on antibacterial chemicals,
according to a September 2016 article by Sabrina Tavernise for the New York Times. The overall
market value since 2016 has grown 2.7 percent at $5.7 billion. Today the industry is valued at $131
billion (Business Insights: Global, 2017).

Currently, the industry is experiencing a consumer shift from bar soap to liquid soap
(Soap and Other Detergent Manufacturing, 2017). With the 19 chemicals banned the previous
year, industry leader Procter & Gamble is finding ways to meet an expanding demand for liquid
antibacterial options. The shift in soap preference is described in a Fortune magazine article, which
cites a consumer belief that bar soap held more germs, was less convenient, and was also dated
(Farber, 2016, para. 6).

The objective competition for The Procter & Gamble Co. includes (in order of highest
recently reported revenue) Unilever P.L.C., Henkel AG & Company KGaA, Kao Corp., and Unilever

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Brasil Ltda. (Business Insights: Global, 2017).
Product Information
Old Spice is a leading brand in the soap and detergent industry. It manufactures personal
goods like body wash, body spray, hair products, and deodorant. The company launched the Fresher
Collection in 2010 (Old Spice Launches New Fresh Collection, 2010). Old Spice Fresher Collection
is named as such to support the concept that it will have men smelling betterer and manlier than
the great outdoors (New Old Spice Fresher Collection, 2015, para. 1). The idea is that men will smell
fresher than ever. Each scent was inspired by four regions from around the globe. Some fragrances have
been introduced since the release of the Fresher Collection, but have been discontinued. Half of the
original scents remain a part of the iconic Fresher Collection. The company currently markets Timber,
Denali, Amber, Citron, and Fiji (New Old Spice Fresher Collection, 2015) in the collection.

Old Spices Fresher Collection body spray can be purchased in 3.75 oz bottles at Walmart in
stores or online for $7.56 (Walmart, 2017). Walgreens sells the Fresher Collection body spray for $4.59,
as well (Walgreens, 2017). It can also be found on Amazon for approximately $7.50, depending on the
retailer (Amazon, 2017).

The Fresher Collection hit the shelves in 2010 with the first four scents: Fiji, Denali, Matterhorn,
and Cyprus (Old Spice Launches New Fresh Collection, 2010). Old Spice added the scents Timber,
Amber, and Citron in 2015 to the Fresher Collection (New Old Spice Fresher Collection, 2015).
In the late 1930s, Old Spice created its first product named Early American, which was originally
intended for women. A few years later a product for men was introduced. Procter & Gamble acquired
Old Spice and its fragrances in 1990 and continued to improve the already popular products (Procter &
Gamble, n.d.). The original scent that Old Spice offered was later consolidated into what is now called
the Classics Collection. The Fresher Collection was introduced later on with four new scents (Old Spice
Launches New Fresh Collection, 2010).

Old Spice uses deep reds and the outdoors to inspire the idea that if you use the Fresher
Collection you will smell as great as nature (Fiji Fresher Collection Body Spray, 2016, para. 1). Each
of the scents is in red bottles and the label represents the quality of nature it is capturing. The packaging
and commercials are designed to display a degree of masculinity with heavy elements of sex appeal
(Fiji Fresher Collection Body Spray, 2016, para. 7).

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 Product Features and Benefits
Different available scents: Various pleasing natural scents throughout
Amber, Citron, Denali, Fiji, and Timber the collection to fit any occasion.

Reduces amount of sweat and keeps skin dry

Antiperspirant wherever the deodorant products are applied.

All products come in varying forms to suit any

Hygienic Versatility hygienic necessity. Deodorant/Antiperspirant, Body
Spray, Body Wash, and Soap Bars.

The fresh scents will leave you smelling crisp and clean
Clean Scent(s) each time after each subsequent use.

Sold in General Stores Easy to obtain and stocked in most convenience stores
for an easy purchase, and at a reasonable price.

Affordable Sold at a reasonable price for easy purchase and access.

Nationwide trusted hygienic products from a familiar

Old Spice Brand brand that has been providing business for over 80 years.

Deodorant products have an invisible roll-on stick

Invisible Roll-on Antiperspirant
that shows no color when applied.

Consumers approve of the products qualities and benefits,

90% of reviewers recommend the product(s) providing extra publicity and high praise, spreading the
Cited from: Old Spice Fresh Collection Product Line Fact Sheet, 2017
brand name.
 Direct Competitors
Axe is a direct competitor to Old Spice and meets an alike market. Similar to Old
Spices target audience Axe body spray directs its focus toward young men using
images of perceived masculinity and sex appeal. Kilo is an Axe fragrance that masks
body odor (Axe, 2017).

(Image: Axe n.d.)

Right Guard body spray Xtreme Fresh Blast, is a product

that is typically marketed towards athletes. This product is shown in locker
rooms or practice fields being used to freshen the scent of the players
(Right Guard, 2017).

(Image: Right Guard n.d.)

The Gillette body-spray Cool Wave series markets

to mature men with the slogan The Best a Man Can Get
(Gillette, 2017, para. 1). Like other body sprays, Gillettes
fragrances are used to cloak the users scent (Gillette, 2017).

(Image: Gillette, n.d.)

Indirect Competitors
Body wash is an example of an indirect competing product to Old Spices body spray. Unlike a
spray, consumers apply the product directly to their skin for long-lasting fragrance.
Another out-of-the-shower competitor to body spray is deodorant. Users apply antiperspirants
combined with scent-masking fragrances to keep one of the bodys most aroma sensitive areas fresh.
Much like body wash, shampoo could be an externally used competitor to body spray. Some
shampoo products offered to consumers double-up as a conditioner, as well. The combination of these
items helps users transform their natural hair scent to the desired fragrance.

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 Product Advertising
Procter & Gambles annual spending for advertising is $7.1 million for the fiscal year of 2017
(Procter & Gamble Company, 2017). The cost of advertising for Procter & Gamble has declined between the
years of 2012 to 2017 (Procter & Gamble Company, 2017). In marketing spending, the company has utilized
savings opportunities such as driving down media rates; eliminating media supply chain waste; reducing
agency fees and advertising production costs; and improving the efficiency of in-store materials, direct-to-
consumer programs and sampling programs (Procter & Gamble Company, 2017).

Old Spice is notorious for its humorous, outgoing, and masculine television commercials. The
majority of Old Spice advertising is done through commercials with magazine advertisements coming in
second (Pritchard, 2012). For the line of Fresher Collection products, Old Spice uses tropical settings to
elaborate on the fresh smell of freedom (Pritchard, 2012, para. 4). The Old Spice Fiji ad features a shirtless,
muscular male actor that maintains eye contact with the audience throughout the clip. The dialogue begins
with, Ladies, does the fresh scent of fiji make your man smell like appealing to the women shoppers (Old
Spice, 2011, 0:02). The 17-second video is in one setting with a fast-talking spokesperson that advertises how a
man can smell after using their product (Old Spice, 2011).

In a popular Old Spice ad for the United Kingdom, an African American actor is shot in five different
scenes that are interchanged throughout the entire 31-second commercial (Old Spice, 2014). The actor takes
the viewer on a world tour of the regions the scents represent and describes the way a man can smell if he
uses the depicted products. The closing line, You can go anywhere with a man that smells like this unless of
course, you prefer to stay in (Old Spice, 2014, 0:25), is directly addressed to women that are buying Old Spice
products for the men of the household.

Old Spice has also been able to produce commercials that contain competition between products. In
one 30-second commercial, two male actors express their appreciation for the two different scent collections
(Old Spice, 2015). The first actor begins the scene by stepping out of a shower promoting the body wash
Bearglove. The scene rapidly transitions to an outdoor setting with the usual special effects of explosions
and head spinning. There is one last setting transition for the first actor, in a courtroom, he explains that
Bearglove is better than Timber. The last scene of the commercial ends in a cabin with the spokesperson
for Timber playing chess with a tiger. The second actor simply responds Checkmate. Timber (Old Spice,
2015).

The 15-second ad titled Interruption uses the idea that sex sells by having the actor shirtless and
well built talking about the scent Fiji, but is soon overpowered by the volume of another man yelling about a
second scent. The ad ends with the first actor holding up his scent to have the other actor with his scent get in
front of him (Old Spice, 2015).

The Old Spice ad So It Begins starts of with a shirtless, attractive actor saying Hello ladies, can
I talk to the man in your life (Old Spice, 2015, 0:02). The one minute long ad appeals to both men and
women wanting men to use the Fresher Collection. At the end, a muscular man shoots out of the water with
a competing scent yelling that his scent is better. Both spokesmen banter about which scent is better. And so

8
begins their competition with each other and their scents (Old Spice, 2015).
Product Advertising
Old Spice consumers are generally low income, Hispanic, and adolescent in age (Pritchard,
2012). Procter & Gamble acquired Old Spice, television commercials and ad campaigns focused less on
masculinity and shaving, and more on the technical antiperspirant and odor-fighting qualities of Old Spice
deodorant products. Some Procter & Gamble advertisements feature celebrities such as Will Ferrell and
Neil Patrick Harris in an effort to resonate with younger audiences (Pritchard, 2012). Young men aged 18-
35 began paying greater attention to personal grooming and were purchasing new products such as body
washes and body sprays in place of more traditional bar soaps and colognes (Procter and Gamble, 2017).
Consequently, brands of body washes and sprays targeted specifically at young men presented a massive
growth opportunity. Old Spice keeps its prices low because the company understands the financial stability
of a younger audience (Pritchard, 2012).

Textual analysis is a qualitative method that seeks to go beneath the surface meanings and
examine more implicit societal meanings and symbols. Everything that is produced in the media, has
an underlying message that can affect society consciously or unconsciously. Textual analysis is useful
for researchers working in cultural studies, media studies, in mass communication, and perhaps even in
sociology and philosophy. When a textual analysis is applied to a text, there is an educated guess about the
most likely interpretations that might be made of that text. Researchers interpret texts (television programs,
magazines, advertisements, clothes, and so on) in order to try and obtain a sense of the ways in which
people make sense of the world around them.

The Old Spice company has been utilizing television since the creation of the advertising outlet.
Since the 1930s, Old Spice has used masculine men to appeal to its marketing. Through television
commercials, it has reached its highest amount of audiences. Old Spice commercials have been notoriously
known for special effects and craziness. The company has also produced the highest amount of ads through
television versus any other medium (Pritchard, 2012). The medium that was used for the commercial
was television. It was broadcast to consumers televised media. Five ads were analyzed. The earliest ad
broadcasted was Fiji (Old Spice, 2011, Fiji). Another advertisement, Scent Vacation was broadcast in
2014, with And So It Begins, Interruption, and Checkmate finally hitting television screens in 2015.
(Old Spice, 2014)

The overall design of the advertisements followed a similar theme of masculinity. Elements of
masculinity are present while either actor is on screen. Examples of the two men addressing what they think
women want, as well as what men should do to impress women are monumental to the design of the ads.
Axes, outdoors, canoeing, playing guitar, playing chess by a fire with a lion; these are only a few examples of
what Old Spice portrays as masculinity (Old Spice, 2015). Scene changes between mountaintops, forests, a
log cabin, and a beach during a sunset are the settings used in the ad (Old Spice, 2015). Scenes of nature and
natural environments support the masculine theme.

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 Product Advertising
Throughout each ad, the two actors were undressed from the waist up. Parallel with the theme of
masculinity, sexuality is present in the characters and their actions. Each character portrays this theme in a
different way. Isaiah Mustafa suggestively addresses the women in the audience, asking questions like Do
you want your man to smell like sophistication? (Old Spice, 2011) and Where do you go when your man
smells like me? (Old Spice, 2011) as he stands on a beach wearing a grass skirt.

Each video displays text toward the end, leaving the audience with an idea. Three of the five
videos feature the text Make a Smellmitment (Old Spice, 2015, 0:43); one displays Smell Like a Man,
Man (Old Spice, 2014, 0:15); and the other simply shows the Old Spice logo (Old Spice, 2014, 0:27). The
Smellmitment text alludes the audience to make a commitment to either scent featured in the ad. This text
usually occurs during the feud videos between Crews and Mustafa (Old Spice, 2015; Old Spice, 2015).

Terry Crews and Isaiah Mustafa were the main actors in the line of Old Spice ads. There were ads
that featured only Mustafa, others that featured Terry Crews, and a few of them featured both of them in
the same advertisements. Both actors when portrayed, were always shirtless. Their physical appearance
was fit and masculine, pushing the point that Old Spice products are made for men. Each actor differs in
personality. When Crews appears in the Old Spice ads, his personality was aggressive and energetic, urging
men to buy the product for they are already seen as intelligent for using the products that he had been so
energetically pushing for consumers to use. (Old Spice, 2015).

When Mustafa shows up in the commercials, his personality is calm and collected and he speaks
in a low tone of voice. Mustafa mainly addresses women, though Old Spice is a brand for men. The
marketing aspect of this is to address women to possibly have their men smell like him, for he is a symbol
of attraction. Crews and Mustafa use slight sex appeal when targeting consumers (Old Spice, 2011). Both of
their roles were the same, they were to promote certain products of Old Spice, such as Timber, Bearglove,
and Fiji.

Make a Smellmitment (Old Spice, 2014) is the advertising message in various commercials. This
basically means, pick a scent and commit to it, hence the word Smellmitment (Old Spice, 2015, 0:43).
The underlying message that is portrayed is to have your man smell great from Isaiah Mustafas perspective
when he is the spokesman. He addresses women, sending an underlying message for them to buy the mens
product for men they could possibly be in a relationship with (Old Spice, 2014). When Terry Crews is on
screen, the message is similar, but he addresses it to men instead, citing that smart men use Old Spice
(Old Spice, 2014, 0:23).

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Target Audience
The targeted audience for these ads is men ranging in age between approximately 18 to 34. The
key demographics for this product line target young men, of any ethnicity, from a lower to
upper-middle socioeconomic class.
Central to the idea behind all of the ads is the phrase Smart men everywhere with disposable
income which is used in one ad as it beckons the viewer to continue watching. This phrase jokingly
creates an image of the audience member as one of upper-class and male. Knowing that the product is
inexpensive, the viewer self-identifies as such as they continue to receive the ads message.
The range of age in the targeted audience is loose. Young men are pressured by the sexuality and
wants of women themes that are addressed in the videos to buy the product.
Throughout the ads there are only two spokesmen used to sell the fragrances The two actors are
African-American, however, there are no hints towards Old Spice directly targeting a specific ethnicity
or race. They simply address men as a whole.
The series of advertisements portrayed the products well and clearly stated to the audience to
buy the product, but there are things that could be modified to make the message clearer than it already
is. Their messages are cryptic and leave the viewer to ponder on his own imagination. It would be even
clearer if they stated the benefits of the products, rather than just stating smart men use Old Spice and
using sex appeal to appeal to the masses. Statistical information could work when used lightly rather
than throwing walls of numbers and text at consumers. (Old Spice, 2015)

(Image: New Old Spice Fresher Collection, 2015-d)

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 The Future of Old Spice
Lastly, instead of Old Spice portraying just one or two products in a commercial, they could put
together an advertisement that explains lightly what is within a certain collection such as the Fresher
Collection that they constantly advertise. Lightly touch on each product and finalize of how it could
benefit the consumer.
A new audience that the Old Spice company and brand could reach out to when promoting the
Fresher Collection are people in their later years, such as those who are 50 and older. If they include this
audience, they would be reaching a wider demographic of consumers, rather than the section of people
aged 18-34 in their advertising campaign. Older members of society still need skin care and
deodorizing products and for them to branch out to older populations would bring in more revenue,
satisfy consumers, and spread the Fresher Collection brand, causing it to gain more popularity over
time.

(Image: Pick your scent, n.d.)

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watch?v=cdkHlCiWRCA

[Old Spice]. (2014, August 25). Old Spice UK Scent Vacation [Video File]. Retrieved from
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[Old Spice]. (2015, September 10). Old Spice | Checkmate [Video File]. Retrieved from
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[Old Spice]. (2015, August 6). Old Spice | And So It Begins [Video File]. Retrieved from
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Old Spice. (2017). Old Spice Fresh Collection Product Line Fact Sheet: Inhale the Adventure!.
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Old Spice Launches New Fresh Collection: A Line of Scents Inspired by the Freshest Places on Earth.
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Pritchard, M. (2012). Old Spice. Retrieved from Marketing Services

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Procter & Gamble. (n.d.). Retrieved from http://www.pg.com/en_AP/brands/

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Procter & Gamble Company. (2017, June). P&G 2017 Annual Report. Cincinnati, Ohio, United States.

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Procter & Gamble. (2017). Procter & Gamble 2017 Annual Report. Cincinnati: Procter & Gamble.

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Soap and Other Detergent Manufacturing. (2017). Encyclopedia of American Industries. Farmington
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Tavernise, Sabrina. (2016, September 2) "F.D.A. Bans Sale of Many Antibacterial Soaps, Saying Risks
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Walgreens. (2017). Old Spice. Retrieved from

https://www.walgreens.com/store/c/productlist/N=404/1/Brands=yes

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Image References
Axe. Target.com, (n.d.). JPEG File. Retrieved online on 2017, November 23 from:
https://www.target.com/p/axe-body-spray-for-men-anarchy-4oz/-/A-13937426

Fiji Fresher Collection Body Spray. Oldspice.com, (n.d.). JPEG File. Retrieved online on 2017, November
23 from: https://oldspice.com/en/content/fiji-fresher-collection-body-spray

Gillette. Gillette.com, (n.d.). JPEG File. Retrieved online on 2017, November 23 from:
https://gillette.com/en-us/products/deodorants-and-body-washes/deodorants-and-antiperspi
rants/cool-wave-invisible-spray

Green Palm Leaves. Pngtree.com. (n.d.). PNG File. Retrieved online on 2017, November 23 from:
https://pngtree.com/freepng/green-palm-leaves_2469338.html

New Old Spice Fresher Collection Has Guys Smelling Betterer and Manlier Than the Great Outdoors
and New Scientific Study Proves It. P&G.com. (2015-a). JPEG File. Retrieved online on 2017,
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has-guys-smelling-betterer-and-manlier-great-outdoors

New Old Spice Fresher Collection Has Guys Smelling Betterer and Manlier Than the Great Outdoors
and New Scientific Study Proves It. P&G.com. (2015-b). JPEG File. Retrieved online on 2017,
November 23 from: http://news.oldspice.com/press-release/new-old-spice-fresher-collection-
has-guys-smelling-betterer-and-manlier-great-outdoors

New Old Spice Fresher Collection Has Guys Smelling Betterer and Manlier Than the Great Outdoors
and New Scientific Study Proves It. P&G.com. (2015-c). JPEG File. Retrieved online on 2017,
November 23 from: http://news.oldspice.com/press-release/new-old-spice-fresher-collection-
has-guys-smelling-betterer-and-manlier-great-outdoors

New Old Spice Fresher Collection Has Guys Smelling Betterer and Manlier Than the Great Outdoors
and New Scientific Study Proves It. P&G.com. (2015-d). JPEG File. Retrieved online on 2017,
November 23 from: http://news.oldspice.com/press-release/new-old-spice-fresher-collection-
has-guys-smelling-betterer-and-manlier-great-outdoors

Pick your scent. Oldspice.com, (n.d.). JPEG File. Retrieved online on 2017, November 23 from:
https://oldspice.com/en/pick-your-scent/pick-your-scent

Right Guard. Target.com, (n.d.). JPEG File. Retrieved online on 2017, November 23 from:
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