The first Old Spice product was called Early American Old Spice for women and was introduced on 13th June, in 1937, then Old Spice for men which was introduced in 1938. They were manufactured by the Shulton Company that was founded by William Lightfoot Schultz, in 1934. When Old Spice was introduced, William Lightfoot Schultz was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice. This is why sailing ships were used as a trademark and through continuous use and advertising, the ships have become a valuable trademark identifying the Old Spice product. Procter & Gamble purchased the Old Spice fragrances, Skin Care and Antiperspirant and Deodorant products from the Shulton Company in June 1990. This brand exists in is the United States, however, they do sell worldwide. Throughout the years of Old Spice, the target audience changed because they started off with targeting women, with Lightfoot Schultz's soap and toiletries company, however as time went on they introduced a men's products. This soon became more popular than the original products, aimed at women and therefore Old Spice changed their intentions and is now more aimed towards men. Unfortunately, Old Spice have recently been sued $5million after customers claimed their products gave them chemical burns and rashes, this will put them off buying Old Spice. Old Spice have many commercials which are very popular online and have created 186 videos, in just under two weeks, all these videos have featured Isaiah Mustafa, Old Spice use commercials as their main way of advertising.
Here is all of the Old Spice commercials featuring Terry Crew:
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