Tag Archives: Old Spice

February 18th, 2010

The Brand Your Brand Could Smell Like.

Old Spice is the brand you want your brand to smell like. Let’s jump in the Wayback Machine and see how they got there.

1957 – Elvis. Chevrolet Bel-Airs. And Old-Spice… “From the laboratories of Shulton.”

1967?– Not sure what year this is, but we’d guess ’66-’67. It’s wild! Swingin’! And makes us want to drink tequila even more than usual!

1971 – “If you’re a bespectacled dork, and you like to stalk sailors…Old Spice.”

1978 – Meanwhile across the pond, Old Spice becomes an iconic…surf brand?

1978 – And on this side of the pond, you can almost hear the drunken meeting between Research and Creative: “Girls like it. Order another round and bill the client.”

1983 – Old Spice Is Not For You. Yeesh.

1990 – We’re out of ideas! Dust off the Sailor!

2000-something – Bruce Campbell! Now we’re getting somewhere. Check out the ship in the background.

2010 – The one you’ve been waiting for. They even get the YouTube “More Info” copy right: “We’re not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it.” See? That’s called “understanding the conversation.” People are clicking through to see you – so be the brand you want your brand to smell like the entire time. Jet fighters and punching, gentle readers. Jet fighters and punching. Great, great stuff.