|Hawkridge, from Old Spice's Wild Collection|
The New York Times
Link to article:
A Man, Not a Scent, That Conquers a Room
Old Spice has tried to shed its grandfatherly image in recent years. But after targeting college-age men with its high-powered competition for AXE body sprays, Showtime, Swagger and After Hours, the brand is turning down the volume with two lighter lines aimed at men later into their twenties. The Fresh Collection and the Wild Collection are derived from natural, outdoorsy scents, and are marketed with commercials of young men conquering not just women, but intimidating and dominating the other men in their world.
Excerpt: "Old Spice, introduced in 1937 with a colonial theme, still uses a clipper ship in its logo, and has plotted new courses in recent years. Over the last decade, it has dedicated progressively less marketing to its original scent, which may remind many of their grandfathers — an association that can turn creepy when the person wearing the cologne stirs romantic urges.
Instead, in humorous popular campaigns featuring actors like Isaiah Mustafa and Terry Crews, it has promoted numerous new, stronger scents meant to appeal to younger men, with brawny names like Swagger, After Hours and Showtime.
While those scents, which are available in products including body spray, shower gel and deodorant, have sold well, the brand acknowledged in 2010 that they were too intensely scented for some consumers and introduced a lighter line called the Fresh Collection, with scents including Fiji and Matterhorn.
Jason Partin, Old Spice brand manager for North America, said that the Wild Collection was also aimed at men who might have wrinkled their noses at the company’s other offerings.
The scents were developed to 'bring in guys who think right now that everything in our lineup smells the same' and 'who want scents to be more subtle,' he said.
At the same time, as the advertising campaign makes clear, the scents are not meant to project that their wearers are wallflowers, but rather, that they are men 'who want to be viewed as manly, seductive and maybe a little intimidating,' Mr. Partin said."