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 communicates with a humorous and bold voice using humorous language. Their sentences are primarily commands in the present tense. Their messaging is figurative. Their tagline, "Smell Like A Man Man", captures this voice. The central tension in Old Spice's communication is classic vs. contemporary, which shapes every message they craft. Their mission is to make mens grooming bold and fun.

Tone Words

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

Communication Style

  • Language Style: Humorous
  • Sentence Type: Command
  • Tense: Present
  • Expression: Figurative

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

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 humorous, 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 is about Confident masculinity with a sense of humor. Their concept "Masculine Humor" drives their 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 every message they craft in the Consumer Goods sector.

What language style does Old Spice use?

Old Spice uses humorous language with figurative messaging. Their sentences are typically command in structure, using the present tense.