Who Is the Current Old Spice Spokesperson
The current face of Old Spice is actor and former NFL player Terry Crews, who has served as the primary pitchman since 2014. Crews took over from Isaiah Mustafa, who originated the iconic "Power" campaign in 2010. Under Crews, the brand has leaned into absurdist humor, viral sketches, and high-energy commercials, with a focus on younger digital audiences. The campaign is managed by Procter & Gamble, which uses Old Spice as a key example of its portfolio approach to personal care brands. For background on the brand's history, see this overview of Old Spice's evolution here.
What the New Old Spice Campaign Looks Like
Recent Old Spice spots feature Crews in exaggerated scenarios, including surreal set pieces and rapid-fire jokes designed for short-form social platforms. The campaigns are produced by Procter & Gamble's in-house studio and agency partners, with a heavy emphasis on real-time audience interaction and meme culture. In 2024, Old Spice continued to rank among the top-selling body wash brands in the United States, with a market share that places it in the leading tier of the men's grooming segment. The brand's digital-first strategy is documented in P&G's public earnings commentary and brand updates here.
How Old Spice Fits into Procter & Gamble's Portfolio
Old Spice is owned by Procter & Gamble, the consumer goods conglomerate that also manages brands such as Gillette, Head & Shoulders, and Secret. P&G's personal care division uses Old Spice to target younger male demographics, while Gillette focuses on broader shaving and grooming. The company's fiscal reports break out sales by segment, with Old Spice contributing to the grooming and personal care revenue line. In recent years, P&G has invested in digital-first marketing and influencer partnerships to keep Old Spice relevant amid rising competition from Dollar Shave Club and Harry's. The company's latest annual report provides segment-level detail on grooming performance here.
Market Position and Competitive Landscape
Within the U.S. men's body wash market, Old Spice consistently ranks among the top brands by revenue and unit sales, competing closely with Dove Men+Care and Nivea for Men. Nielsen and IRI data show Old Spice holding a strong share in the aerosol and pump body wash categories, with growth driven by social media campaigns and limited-edition scents. P&G's strategy relies on high-frequency advertising, viral content, and retail partnerships to maintain shelf presence. The brand's performance is also tied to broader consumer spending trends in personal care, which have remained resilient despite inflationary pressures. For more on P&G's market position, see this analysis of its brand portfolio here.
Why the Old Spice Guy Matters for Brand Strategy
The Old Spice guy