Old Spice Demographic

Old Spice has been a household name the 1930’s. However, it has only been recently that the company has taken the advertising, body wash and deodorant world by storm. It was only a few short years ago when one would mention the brand Old Spice and you would think of your grandfather and how he would receive yet another tan bottle of their cologne. If he was lucky enough he could get the matching soap-on-a-rope. That all changed in 2008 when the advertising company Wieden + Kennedy started a new ad campaign for Old Spice (O'Neill, 2010). Old Spice knew that they had to begin to appeal to a younger demographic in order to remain relevant. During this time the company Axe was making men’s products such as body wash and deodorant. Their products

They specifically stated with the scent ‘Glacial Falls’ which up until then, was their worse selling product to date (O'Neill, 2010). The new goal was to double the sales of Glacial Falls. Wieden + Kennedy advertising transformed Glacial Falls into what we now know as ‘Swagger.’ Britton Taylor from Wieden + Kennedy explained that Old Spice “wanted a name with some cultural currency and attitude. ‘Swagger’ oozes confidence and is something that all guys want to possess (O'Neill, 2010).” The name change influenced the ad campaign so much so that Wieden + Kennedy believed that it alone was 75% of the work (O'Neill,

Due to the increase in sales the supply was balanced accordingly. No information exists to indicate otherwise. Currently Old Spice continues to utilize their odd advertising methods with continued success. They continue to engage their target audience on social media. This however, was not always the case. Old Spice failed in some people’s eye to fully engage with their new found Twitter followers during the initial spike in sales due to the ‘swagger’ campaign. This could potentially lead to a change in demand should the company not continue to reply to all the social media followers on a personnel level. This was noted by Gary Vaynerchuk of Fast Company as a “Huge Miss” during the initial ad campaign (Vaynerchuk, 2011). Old Spice has grown as a company sense the 2008 ‘swagger’ ads. Provided that the company continues to meet the demand with a balanced supply the equilibrium should remain unchanged. Other influences which will lead to growth for Old Spice will be the continued expansion of their product line. With new scents and body spays there is no reason that Old Spice should not continue to grow. This is great news for their age demographic, who can continue to increase their level of