By Meri Gerasimovska

HISTORY - Foundation The Shulton Company, original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. The first Old Spice product - fragrance called Early American Old Spice for women, introduced in Old Spice for men followed in 1938.

HISTORY – Products Men's products were dominated by shaving soap and aftershave lotion Marketed with a nautical theme. Sailing ships - used as a trademark. The original ships used on the packaging were the Grand Turk and the Friendship.

New Changes Procter & Gamble purchased Old Spice from the Shulton Company in June The ship was replaced by the yacht logo in February In the late 2000s, Procter & Gamble introduced many forms of deodorant sticks, body washes, and body sprays in several scents under the Old Spice brand.

New Looks In early 2008, the original Old Spice scent was repackaged as "Classic Scent," both in the after shave and cologne versions. The traditional white glass bottles gave way to plastic, grey stoppers to red. Old Spice Classic shower gel is sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist."

JINGLE Old Spice is well known in the USA for their jingle, a catchy whistle used in just about every Old Spice commercial. Over the years, the whistle has changed from minor to major, shortened, and now the whistle does not have music behind it.

PRODUCTS TODAY Old Spice's buoy-shaped bottle cologne has been its staple product, available in its original scent as well as newer Pure Sport. In 2006, Old Spice introduced an all-new fragrance, OS Signature, which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance.

3 Lines of Products Old Spice, as of 2009, has three lines of grooming products and each line features a variety of products and scents. "High Endurance" is promoted as a basic grooming line, and includes antiperspirant, deodorant, body wash, hair and body wash, and shaving products. "Original" is aimed at people who prefer the original scent of Old Spice, including a Deodorant Stick, Body Wash, Body Sprays, and a Shaving Product. "Red Zone" is aimed as a higher-end line, including an antiperspirant, deodorant, body wash, and body spray. It has a time released scent system.

Sponsorship - BASKETBALL The Old Spice Classic is an annual college basketball tournament played over Thanksgiving weekend. The first tournament was held November, 23, 24, and 26, The tournament is played at The Milk House at Disney's Wide World of Sports Complex in Orlando, Florida.

Sponsorship - NASCAR Old Spice, along with Office Depot have entered into multi-year agreements with Stewart- Haas Racing to sponsor the new entry driven by Stewart. Being official NASCAR partners, makes powerful marketing platforms for the brands.

Sponsorship - MOVIES TALLADEGA NIGHTS John C. Reilly as Cal Naughton Jr. sponsored by Old Spice

CAMPAIGNS (1938-)

CAMPAIGNS (2000-) Actor Bruce Campbell has appeared as a parody of himself in a series of commercials. Actor Neil Patrick Harris has appeared in Old Spice TV commercials as a parody of his Doogie Howser, M.D. character. Today - Isaiah Mustafa has received fame from endorsing Old Spice in the commercial The Man Your Man Could Smell Like.

CAMPAIGN (1990s)

CAMPAIGN (2009) Isaiah Mustafa

CAMPAIGN (2010) Terry Crews

THE END Thank You!

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