Old Spice Marketing: New Slogan Modernizes Elderly Brand Stereotype Marketing Rants + Critiques | June 20, 2010 | By Aaron Schoenberger

Old Spice Body Wash
Old Spice, a popular brand of male grooming products with an elderly stereotype, has decided to fight back and re-enter the world of male hygiene products by releasing an awesome new (and quite true) slogan that targets a younger demographic.

As I was browsing a local market last week I noticed a bright red bottle of Old Spice mixed in with the usual body wash suspects. I thought to myself: What, oh what, could this be? Did some degenerate misplace the Old Spice deodorant? Did his underarms resemble the pungent aroma of freshly cut onions and he therefore opted for the family-size deodorant, but decided not to go through with the mission last minute? No, no, no my friends… This was not the case. Old Spice has released a new body wash and, being that I’m the Christopher Columbus of exploring/purchasing products in an impulsive manner, I had to try it out.

Packaging of the Old Spice body wash has adopted the following slogan, which I absolutely love. It’s printed in a large font towards the top of the backside of the bottle near the North Pole of the scented crossroads.


Why is this slogan ingenious and how will it increase revenue for Old Spice?
For one, Old Spice is known as a brand for older people — not cool, hip, trendy or funky like many newer brands that appeal to younger demographics. To combat this, Old Spice has taken a very direct and blunt approach to the dilemma by simply laying the facts on the table. Old Spice is basically saying yes, our brand appeals to older people, but if it wasn’t good your little punk (interject donkey synonym) wouldn’t be here. Does Old Spice work and do women like it? You’re here aren’t you? This is evidence of a true advertising professional and a company that is open and willing to change. Kudos!

Secondly, Old Spice is capitalizing on the new body wash by utilizing online marketing mediums such as Google AdWords. When you search for “Body Wash” in Google you will see that Old Spice appears on the top of the page (under the paid results). This is a costly endeavor that offers limited ROI, but it will help modify and build the brand image to a point where PPC ads can be kicked down a notch. Or, with proper Search Engine Optimization (SEO) and social media marketing, such ads can be eliminated altogether.
Old Spice Google AdWords

In conclusion, consider grabbing yo’ self a bottle of Old Spice body wash and giving it a try. I use their deodorant and wasn’t sure if I would like the body wash, but I honestly do.

Over and out.

Aaron Schoenberger
The Brainchild Group

The Brainchild Group is a top online advertising agency that specializes in professional, research-infused social media and SEO strategies for business around the globe. Please feel free to Contact Us for more information.



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