Old Spice has always prided itself on depicting diverse 'Old Spice Guys' over the years. The brand received a wakeup call during ethnographic research when they heard that the brand wasn't relevant to ...

"You show Black men but not Blackness." Old Spice has always prided itself on depicting diverse 'Old Spice Guys,' but this comment shared during research was a wake up call. The work that followed ...

Old Spice rose in popularity in the 2010s as it shifted its image to more closely associate with modern masculinity, humor, and internet culture. Remember those over-the-top “The Man You Could ...

It’s been a decade since Old Spice and Wieden + Kennedy first captured people’s attention with The Man Your Man Could Smell Like – otherwise known as one of the most talked about ads of all time.