Old spice was created by William Shultz in New York 1934
First target audience was women
Released a mens line of aftershave
Chose a nautical theme
Soon became world wide
Soon discontinued women range
In the 80s old spice didn't grow
P AND G brought old spice in 1990
They changed the logo to a yacht
Wasn't selling very well
Targeted teenage boys
Became second highest selling deodorant after Right Guard
Relaunched in 2006
Started to sell more towards women
New advert went viral
Became NFL main product
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