Old spice context

1. Old spice context

2. What do you know about old spice? Set up in 1937 – for women Men’s products – shaving soap and aftershave marketed with nautical theme Sailing ships used for packing 1970’s, shifted from being a shaving brand to fragrance brand June 1990, Proctor & Gamble purchased Old Spice fragrances, skin care and antiperspirant & deodorant brands from the Shulton company Throughout 2000’s, Proctor & Gamble introduced many forms of deodorant, body washes and body sprays under the Old Spice name In 2008, the original Old Spice scent was repackaged as “Classic Scent” both in the after shave and cologne version. Changed packaging to plastic shower gel sold with slogan “the original if your grandfather hadn’t worn it you wouldn’t exist

3. Consumerism Americans spend 1.2 trillion on nonessential goods

4. Question Sheet When was old spice established? 1937 When they chose the packaging what theme did they choose? They chose to use a nautical theme – all the packaging had ships on it Who took over the Old Spice company in 1999? Proctor & Gamble, one of the largest global manufactures of family, personal and household care products What was the slogan for the 2008 shower gel? The referred to the audience grandfathers with the slogan “ The original. If your grandfather hadn’t worn it, you wouldn’t exist” What does the book ‘Black looks’ by Bell Hooks suggest? It refers to the idea that black bodies are seen as sexual, whereas white bodies are seen as beautiful – it seems predatory What were the findings of the 2010 U.S. sentencing commission? The evidence that the judicial system seems to be bias against the African American What were the findings of the 2004 study to ethnic surnames? People with white sounding names are more likely to get an interview call backs than those with black sounding names What were the findings of the 2010 study of gender equality? It demonstrates that even in 2010 women are at a disadvantage in the workplace What is suggested of the 2010 differences in gender? It suggests, that generally, women are not in positions of leadership In America. The fact that when they are , they are paid less suggests they are not as valued What does the economical wealth suggest? The differences suggest that there is significant economic equality in America The poorest half of the U.S. owns 2.5 of their wealth This statistic highlights that the poorest members of society are borrowing to keep up with a lifestyle that they cannot afford (possible because of the communist nature of the USA) What is the ask don’t tell policy? It’s a policy which prohibited people who were LGB to open about their sexuality in the military. Open transgender and transsexual people are still prohibited from serving 92% of adults who are LGBT said they believe society had become ore accepting of them in the past 10 years. It would suggest that the U.S. society is adopting more forward thinking towards sexuality It would suggest to us that society is entranced in a system of consuming goods; people want things and value them more than education

5. The Old Spice 2010 campaign Old spice were losing their market share and had been seen as outdated and for old men Direct competition with dove Superbowl campaign Proctor and gambles research showed that 60% of men's body washes were purchased by women so Old Spice needed to attract female shoppers Many products on the market lacked masculinity credibility so Old Spice could work on the idea of smelling like a man

6. The man your man could smell like -2010 YouTube video posting became viral 10 million views Facebook rich of 55000 fans Website traffic increased oldspice.com * 9 times from previous year

7. Representation Isaiah Mustafa 37 years 2010 American actor and former NFL wide receiver Representation of masculinity in the commercials was a key factor in the campaigns success He speaks directly to the female audience (look at me/eye contact) He represents the women's conception of the perfect partner The advert exploits and enforces images of hegemonic masculinity (preferred model of the manliness)

8. Cultural Context Consumerism In 2013 the global mass men's fragrance market was valued at approximately 9.1 billion U.S. dollars Celebrity Culture Capitalising on star appeal/ star as commodity Gender Targeted at women buying for men Postmodernism Isiah Mustafa use of celebrity out of context/new meaning / new truth The idea of mixing references is referred to as bricolage (meaning jumbled). Bricolage refers to the process of adapting and juxtaposing old and new texts , images ideas or narratives to produce whole new meanings