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-Historical American brand - 1937 manufactured by multi national conglomerate proctor & gamble - old spice brand range includes male grooming products.

-Old spice is a high street brand aimed at 18-34 year old, mass mainstream, female/male target audience (transformation rebranding from previous older 40-60 age demographic)

-2010 re-branding campaign sequenced by Ad agency Wieden and Kennedy 

-Introduced ex NFL player/actor Isaiah Mustafa as USP of the campaign  

How is the product being represented? desirable product, the model Isaiah Mustafa embodies masculinity as well as the product old spice. True representation of the product and how to brand wants it to be conveyed and marketed

How is the wearer/ purchaser being represented? desired male, the model Isaiah Mustafa embodies masculinity as well as the product old spice. Sex appeal (appeals to both sexes as purchasers).

What aspect of our society or culture is being represented? Masculinity of a specific type (confident, successful, dominant, sex appeal) Implications that these traits are what heterosexual women want in a man ( a generalisation based off stereotypes).

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