The campaigns were enormously successful and launched the brand into a renaissance. New products were introduced at the turn of the 21st Century and Old Spice was the subject of an aggressive marketing drive in the early 2010s.īetween Isaiah Mustafa (The Man Your Man Could Smell Like) as brand ambassador and former NFL player Terry “Power” Crews fronting the sports range, Old Spice covered its bases. However, times were changing and the iconic sailing ship was taking in water and its future was uncertain. In 1990, Proctor & Gamble bought the brand from the Shulton Company who founded it. In the 1970s, Old Spice transitioned into a fragrance brand and distanced itself from its shaving heritage. Pushing 80, Old Spice eternally struggles to stay relevant in the face of a dynamic and changing market.
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