Currently, Old Spice encourages toxic masculinity by constantly presenting the ideal man as overly masculine. With this in mind, we decided that the brand was in need of repositioning, considering that it perpetuates a traditional view of masculinity that is no longer accepted in the modern world. After discovering that women are responsible for more than 50 percent of body wash purchases, it was important for the brand to present a new construct of the ideal man that appeals to both men and women; a new archetype defined as 'women’s choice of a man'. The concept is carried through the campaign by personifying the brand and demonstrating that its intentions are to transform from a man’s man to a women’s man.
