Old spice adverts present the products of aftershave, cologne and even body wash. Old spice was invented in 1937, an American brand of male grooming products, described by the company themselves as having a target audience of young guys between the ages of 12 to 34, however, in recent times, we would argue that this age range has now changed to older, more mature men. This could be because of the simple name of "old spice" so it doesn't appeal to younger demographics, however we could blame the decline in younger people's interest on other competitive leading brands such as Lynx, as they have a wider range of products that seem to be more appealing to younger audiences.
Old spice is definitely aimed at men, particularly in their advertising, from old to new. Old adverts use language such as "for Dad" or "Gentlemen's", and newer, more recent advertising uses words such as "Your shower gel should smell of jet fighters and punching", or "manhood".
One particular television advert tries to twist their audience a bit, focusing on the psychographic audience instead. The advert, featuring Isaiah Mustafa in the starring role, uses language that addresses ladies instead, telling them the benefits of "their man" smelling like him. This use of sexual appeal gets the attention of particularly female viewers, therefore increasing the exposure of the product of Old Spice.
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| Recent old spice advert |
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