Old Spice comparison: Old vs New

Old Spice

The primary audience of the original old spice ads is the everyday family man of america. It's originally marketed as a shaving cream and aftershave lotion among other toiletries. Its secondary audience appears to be the family of a working man, with ads showing gift sets made for fathers. Its marketing approach to appeal to men includes the phrase "American feeling of well-being" showing Old Spice to be patriotic and an item of pride, while also in another advert shows Old Spice being commended by prestigious members of high society, a judge and a banker, as well as a woman saying it's irresistible. It also says "How men love them!" (in reference to old spice toiletries) with 'How' being underlined as if to put emphasis on why men should like the products.

New Old Spice

The new old spice commercials use the theme of manliness over that of prestige and American values like the traditional ones, reinforcing this by using manly men Terry Crews and Isaiah Mustafa as mascots. It's clear through this that they are moving away from family men and switching the primary audience of the product to aspiring young men who want to be manly and irresistible. Phrasing like