A Wild Take on Moms and Sons Coming Together with Old Spice

By Shannon Gurnee
In Health
July 17, 2017

This content was sponsored by Old Spice, but all thoughts and opinions are my own.

#ItSmellsItself #OldSpice #teens #ad

Old Spice is a brand that has been around for as long as I can remember. With teen boys in our family, we’re finding Old Spice products floating around constantly in our home! From deodorant to body spray to hair gel, Old Spice works well and smells great! As a blogger, I live in the world that some call MOM-vertising – sharing about what I go through as a mom with other moms who may be going through it as well. It’s hard to believe as a blogger that the marketing industry saw MOM-vertising and marketing to boys as two very different worlds reaching different audiences. But are they really? Not according to Old Spice, where both worlds collide, are put into a blender and spit out into their new “Wild” campaign!

I don’t know if you remember or not, but back in 2014, I shared about Old Spice partnering with Patricia Heaton (“Everybody Loves Raymond”) and Momsong. It was about us moms teaching our teen boys to “scent responsibly.” It’s hard to believe that was 3 years ago!

#ItSmellsItself #OldSpice #teens #ad

Building off of the success of Old Spice’s world-famous “Momsong” campaign (2014), the brand is once again targeting moms and sons in a “Wild” way. The new advertising creative flies in the face of the mom/son dynamic, while humorously exposing traditional advertising tropes to grab their attention.

Old Spice “Wild” Campaign:

  • Beach Budz (:30) – The only way to be a cool guy or a good mom is to watch this commercial, which probably seems like some sort of weird marketing gimmick but we can assure you, buy Old Spice.


  • Tragic Hair (:15) – Here’s a handy rhyme to help remember which hair products to buy: Why get dead when you could get Old Spice hair gel instead?

  • Invisible Boy (:05) – Eliminate that pesky “I have a son” smell with Old Spice Krakengärd deodorant.

  • Changes (:05) – Your body is undergoing some serious changes, and with those changes come odor. And claws? Whatever, it’s a weird time, you’ll get through it.

  • Shush (:05) – Inside every good man are just a bunch of secrets.

As seen in the above links, the “Wild” campaign highlights Old Spice’s Wild product collection (inspired by animalistic personalities, including NEW Krakengärd scent) giving young guys the tools to help them unleash their inner wild, while also taming odor and sweat.

Old Spice Has a New Pinterest Campaign

Old Spice has finally answered the age old question of “What do I do with all of these empty Old Spice containers?” And the answer is: CRAFTS! Gloriously misguided, somewhat impossible, always useless crafts. Moms and sons alike can now turn to Old Spice’s new Pinterest board for all their deodorant koozie and decorative ponytail needs!

#ItSmellsItself #OldSpice #teens #ad

Old Spice has also launched it’s first-ever Pinterest campaign to reach moms as a part of their dual-target Wild work. To play into the comedic tropes, they found on Pinterest (#PinterestFails, Life Hacks, etc), Old Spice is brining the brand’s humor to the platform through their own DIY crafts that play into the larger parody nature of the campaign.

Old Spice Launches Its Wild Collection and New Scent – Krakengärd

For nearly 80 years, Old Spice has been helping guys navigate the seas of manhood and the brand knows that the transition from boyhood to manhood is a wild one. That’s why Old Spice, the No. 1 selling male anti-perspirant/deodorant brand in the U.S., is arming young guys with tools to help unleash their inner wild, while also taming odor and sweat – starting with the Old Spice Wild Collection line-up of anti-perspirants, deodorants, body washes and body sprays.

#ItSmellsItself #OldSpice #teens #ad#ItSmellsItself #OldSpice #teens #ad

The Wild Collection is inspired by the personality characteristics of the wild kingdom, available in NEW Krakengärd, Bearglove, Wolfthorn and Hawkridge scents. The Wild Collection provides young guys with a variety of scents allowing them to express their personalities and spread their wings with confidence (but not too high and far, mom!) With the Old Spice Wild Collection, mom will hardly even smell that she has a son, while her son gets to unleash his wild side in a responsible, great-smelling way.

#ItSmellsItself #OldSpice #teens #ad#ItSmellsItself #OldSpice #teens #ad

Old Spice knows that according to ancient boy-law, “If something is cool, moms can’t like it. If moms like something, it can’t be cool.” With the new Old Spice Wild Collection campaign, the brand has gone and broken everything young guys thought they knew by creating something that both moms love and their boys think is freaking radical. The result? An alternate dimension where teenage-boy marketing and momvertising collide, in true Old Spice style.

The Old Spice Wild Collection is available in anti-perspirants, deodorants, body washes and body sprays, in the following scents:

  • NEW Krakengärd smells like citrus, fresh herbs, and the unspeakable power of the ancient ocean.
  • Wolfthorn is the sort of sophisticated wolf who wears a suit that has a suave, sweet orange scent.
  • Bearglove commands grizzly bear-level respect with smells of apple, citrus, and spice.
  • Hawkridge outwits unsuspecting stink with its sandalwood and vanilla scent.

#ItSmellsItself #OldSpice #teens #ad

About Old Spice

Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With nearly 80 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages.

Old Spice offers a complete product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, shampoos, hair stylers, electric razors and trimmers, shave gels, after shaves and colognes.

Be sure to check Old Spice out online, as well as Facebook, Twitter, Instagram, and Tumblr. You can also catch more Old Spice videos on the Manmercials channel on YouTube.

Do you have teens in your house that use Old Spice?
Do you have a favorite Pinterest craft using Old Spice containers?



About Has 2239 Posts

Shannon Gurnee is the author of Redhead Mom formerly "The Mommy-Files", a national blog with a loyal following. She has a Bachelor's Degree in Marriage, Family, and Human Development with a Minor in Business Management. Shannon and her husband, Frank, have a large family with 6 awesome kids and love living on the Central Coast near San Luis Obispo, California, as well as traveling around the world. A full-time Social Media and Professional Blogger, Shannon also serves as a National Brand Ambassador for many well-known companies. Her blog focuses on motherhood, family fun activities, traveling, fashion, beauty, technology, wedding ideas and recipes while providing professional opinions on products, performances, restaurants, and a variety of businesses.

50 Responses to “A Wild Take on Moms and Sons Coming Together with Old Spice”

  1. […] This content was sponsored by Old Spice, but all thoughts and opinions are my own. Old Spice is a brand that has been around for as long as I can remember. With teen boys in our family, we’re finding Old Spice products floating around constantly in our home! From deodorant to body spray to hair […] Click Here For Original Source Of The Article […]

  2. The marketing team behind Old Spice is pure genius. Their commercials and slogans are always so much fun.

  3. Bill Sweeney says:

    I love Old Spice, from their products to their advertising. They really know how to make things fun.

  4. robin rue says:

    All of the men in my house use Old Spice. It works really well and I Love how it smells.

  5. Liz Mays says:

    Old Spice always has the best commercials! This is a fun new campaign and the scents in the wild collection sound really nice!

  6. Joely Smith says:

    Old Spice has upped their game for sure and the scents are fantastic! I do admit though – being my age I do miss the way it smelled on my grandfather. The regular scent still warms my heart.

  7. Pam says:

    Old Spice always has great commercials. I remember the “your man” commercials with the guy in a towel.

  8. Andrea says:

    they always have some fun commercials. i have to admit they always stand out to me. my grandpa uses old spice. this is such a fun new campaign.

  9. Jeni says:

    Old Spice makes awesome products! They have been making great scents for decades. I love the cool packaging that looks so modern compared to their original packaging which makes it look like it’s for old men.

  10. My dad wore Old Spice. Whenever I smell it, I think of him. I should get my son some of the body wash.

  11. My husband uses old spice! It’s the only kind that works!

  12. Danielle says:

    I don’t have any teen boys in my home (yet), but boyfriend likes Old Spice. I can always tell when he’s used it, from the unique scents.

  13. Old Spice has such creative commercials and marketing campaigns!

  14. They have so many great products in their line. I love the creative names and all the fun ideas that go into them! And their products really are great. My husband uses their deodorant and I love the scents.

  15. ricci says:

    I love all of the new Old Spice scents!! They are young and fresh and the brand is just iconic!

  16. Jillian Spellman says:

    Old Spice smells amazing. I really love their commercial they crack me up. I will out for these new ones.

  17. Old Spice is a great brand. My husband has been using this for years. He’ll love these new scents.

  18. The boys in the house seem to love this brand and I think it’s awesome that they’re coming up with different products and scents for the younger ones! I’m definitely checking this out!

  19. TIm B says:

    Ha Ha this is good for dad’s too! My wife picks up Old Spice deodorant for me while shopping for the family because she likes the scent.

  20. love it, pretty funny. My brother used this and it always reminds me of him.

  21. My husband uses their products and I love the smells! My favorite is the Denali one, so nice!

  22. Old Spice has the funniest commercials! My husband loves their products too!

  23. My husband uses Old Spice! It’s nice to see them expanding and improving their products. Now there are more options for the younger men in our lives! That’s so nice!

  24. Kristina says:

    I love their commercials with Terry Crews. I have four boys so when they are older I’m sure we will have plenty of this in stock.

  25. Brittany says:

    I love Old Spice. My hubby uses it and my kids beg to use it every day too! Even though they are way too little. haha.

  26. I haven’t smelled old spice since living with my grandparents! It’s a great iconic smell and it’s good to have good smelling teenagers!

  27. My husband is a long-time Old Spice customer and one day I’m sure my children will use it too. I love this campaign, thanks for sharing.

  28. Jennifer Van Huss says:

    Way to go Old Spice! I love the commercials and the marketing program. Old Spice is my husbands brand of choice! I absolutely love the scent!!

  29. uprunforlife says:

    My husband and son started using Old Spice after we got some of the gift sets after Christmas for 50% off. After that first gift set, he was hooked.

  30. Kristin says:

    This is so great, I know a lot of boys who needs this. Even great for the husband too!

  31. sara says:

    Old Spice is such a classic brand. My grandfather loved it and when I smell it I immediately think of him.

  32. Rosey says:

    I have a tween who uses Old Spice. One of his older brothers got him a kit for Christmas with body wash and deodorant, he’s been hooked ever since (makes him feel ‘grown up’ to use the same thing his brothers use).

  33. Amber Nelson says:

    I love how Old Spice has revamped their marketing to make the classic Old Spice “cool” for young men too. Brilliant!

  34. Heather McMechan says:

    Old Spice reminds me of my grandpa. Good times!!!

  35. Agnes says:

    My Fiancé uses old spice and he always smells good when he does. It is such a classic product

  36. Lily says:

    I love Old Spice!! Sounds horrible but it reminds me of my ex-boyfrined because he always used it!
    I actually used the mens old spice for a while and I loved it!!

  37. Charlotte says:

    This is an interesting campaign and it’s cool to see how they are integrating a new demographic too! I remember my dad buying the old spice cologne

  38. Stacey says:

    The scent of Old Spice always conjures up great memories for me. So many of my favorite men in my life have worn Old Spice over the years. It really is an iconic scent.

  39. My favorite commercial spot is “Invisible Boy” – there were many times when my boys were growing up that I wish I could make them smell invisible. 😝
    I used to give my youngest, Alex, an Old Spice gift set every Christmas. Such a great memory. 💙

  40. Old Spice reminds me of my dad. I’ve always loved the scent so when I had my son, and he was old enough to wear their products, it’s what I bought him. Now he’s grown and it’s what he buys for his son. 3 generations of Old Spice in my family.

  41. Everything that Old Spice does is just great, especially when compared to other brands in that space. It’s what my guy uses (that Wild Collection really is fantastic!) and I don’t think we will ever switch.

  42. Jasmine says:

    It’s amazing how long Old Spice has been around! I have five boys and most of them have at one time or another used Old Spice and it always reminds me of my dad.

  43. Heather says:

    Old spice reminds me of my grandfather. Such fond memories!! Love that it’s still around.

  44. The commercials are so funny! I would never let me kids use this because of the chemicals but at least they have the marketing down.

  45. Makeba Giles says:

    So funny! I have 2 boys, and I know all about the Old Spice in my household! It’s their favorite!

  46. Krystle Cook says:

    This is such a great campaign. I have always loved Old Spice has a brand and that’s my go to for when my son is ready.

  47. Cat says:

    My husband used Old Spice when we were in high school. There have been a few times he has bought it and brought it home, and any time he uses it its so nostalgic and reminds me of when we were teenagers lol

  48. kiwi says:

    im cracking up! I love the campaign slogan “it basically smells itself” that is too funny!

  49. it basically smells itself…. LMAO i love old spice and this is great!

  50. Katherine G says:

    I’ve always enjoyed Old Spice commercials. They are very entertaining. My son loves Old Spice products.

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