Old Spice Tone of Voice — Humorous & Bold

Tagline: "Smell Like A Man Man"

Industry: Personal Care

Sector: Consumer Goods

How Old Spice Communicates

Old Spice ties men’s grooming to over-the-top, funny masculinity. "Smell Like A Man, Man" frames the brand around confident, absurdist humour that revived a dusty old label — humorous, bold, self-aware. The voice is absurdly-manly and hilarious, selling body wash and deodorant through surreal, tongue-in-cheek machismo, positioning Old Spice as the grooming brand that wins by making you laugh at how ridiculously manly it pretends to be.

Tone Words

Old Spice's brand voice is defined by the following tone words: Humorous, Bold.

Communication Style

Language Style: Absurdly-manly
Sentence Type: Command
Tense: Present
Expression: Imaginative

Old Spice Brand Story

Old Spice reinvented itself from your grandfathers aftershave to a viral sensation. The Isaiah Mustafa campaign created one of the most successful brand reinventions in history.

Brand Message

Confident masculinity with a sense of humor

Brand Mission

Make mens grooming bold and fun

Brand Positioning

Core Concept: Masculine Humor

Central Tension: Classic vs. Contemporary

About Old Spice

Old Spice is an American brand offering male grooming products including aftershaves, deodorants and antiperspirants, shampoos, body washes, shaving cream, and soaps. It is manufactured by Procter & Gamble. Old Spice was launched as Early American Old Spice by William Lightfoot Schultz's soap and toiletries company, Shulton Inc., in 1937. It was first targeted to women, with the men's product being released before Christmas at the end of 1937.

Frequently Asked Questions About Old Spice

What is Old Spice's tone of voice?

Old Spice uses a humorous, bold tone of voice. Their communication is absurdly-manly, typically using command-style sentences in the present tense. Their tagline "Smell Like A Man Man" exemplifies this voice.

How does Old Spice communicate with customers?

Old Spice reinvented itself from your grandfathers aftershave to a viral sensation. The Isaiah Mustafa campaign created one of the most successful brand reinventions in history.

What is Old Spice's brand message?

Old Spice's core message: Confident masculinity with a sense of humor Their mission: Make mens grooming bold and fun

What is Old Spice's slogan?

Old Spice's slogan is "Smell Like A Man Man". It carries their humorous, bold voice.

What is Old Spice's mission?

Old Spice's mission: Make mens grooming bold and fun

What makes Old Spice's brand voice unique?

Old Spice stands out through their humorous, bold communication style. Their central brand tension, "Classic vs. Contemporary", shapes how they communicate across the Consumer Goods sector.

What language style does Old Spice use?

Old Spice uses absurdly-manly language, with imaginative messaging, in command-style sentences, using the present tense.