A
classic Old Spice commercial
Old
Spice began life as a product for women called 'Early American Old Spice for women'
and was introduced in 1937. In 1938 'Old Spice for men' was first introduced;
both these products were manufactured by the Shulton Company. William Lightfoot
Shultz founded his Shulton Company in 1934.
The
Old Spice brand was developed with a colonial theme in mind and the use of a nautical
theme emerged to promote the Old Spice products. Colonial sailing ships in particular
have been used by the Shuton company as a trademark and is now an iconic marketing
device for the Old Spice brand.
The
ships used on the original Old Spice packaging were the Grand Turk and the Friendship.
Other ships have also featured and they include the Wesley, Salem, Birmingham
and Hamilton. In 1992 a sailing boat/yacht logo replaced the Clipper design.
Procter
and Gamble bought the Old Spice brand from Shulton in in 1990, and have subsequently
introduced new products under the Old Spice label including deodorant sticks,
body washes, body sprays and scents.
