Latest innovations the “smell like a man, man” campaign: pginnovationcom • old spice's newest campaign featuring the handsome, witty and chisel-chested old spice male grooming and a breakthrough advertising campaign, old spice is now the leading male body wash and deodorant brand in the united states. Works design looks at the rebrand of old spice, one of the most recognizable legacy brands in the cpg world. Need a way to change the way consumers view your product looking at successful marketing campaigns of the past is a great place to start one in particular to model is old spice prior to their 2010 super bowl commercial, old spice had been known as a company that sells deodorant and body wash to. Funny memorable manly the minds behind the old spice guy campaign reveal their keys to marketing success. Isiah mustafa, old spice guy priceless this is one of my favorite quotes proctor & gamble along with their ad agency wieden+kennedy have done a brilliant job repositioning old spice before p&g acquired the brand in 1990, old spice was a stodgy old deodorant brand it wasn't associated with youth. Success: old spice when old spice launched its body wash in the early 2000s, the brand already was known as “your grandfather's aftershave” younger brands like axe were much more en vogue (and in shopping carts) understanding that 50 percent of body wash purchases were made by women, old.
Through savvy marketing and better quality control, some companies discovered new ways to revive their brands and in some cases, made them stronger than old spice didn't change its logo, it changed the experience, said marc shillum, principal at method, inc a consulting agency for brand designs. The brand's first product, early american old spice for women, originated in 1937 , and old spice for men followed not long after in 1938 their challenge was twofold: 1) to draw on the long-standing history and expertise of the brand and reposition it to make it relevant to young men 2) to target both. You don't even need to be funny the post-old-spice principles of social media marketing 1 create a persona that is strong and on point start with selecting someone, or something, as the character that captures your brand positioning it needs to inspire people to interact it certainly can be you, but you'll.
Old spice gave its aftershave brand a splash of life with its ad featuring ex-nfl player isaiah mustafa for years old spice was considered untouchable for any man under the age of 60 and receiving it as a present in your 20s usually led to it languishing at the back of a bathroom cabinet until finally giving it. In 2006, at the height of my burberry-induced anxiety, the company renovated its product line to reposition itself as a luxury label harnessing the power of heritage great success old spice's rebranding strategy shed the tag of a grandfather's deodorant and developed a fresh identity for the brand.
What's the top-selling deodorant and antiperspirant among teen guys how about old spice, a brand once associated with a has-been, highly fragrant aftershave whose ivory bottle still gathers dust on medicine-cabinet shelves since procter & gamble co (pg ) acquired old spice in 1990 it has. In this excerpt from his new book the thank you economy, author gary vaynerchuk turns a critical eye to the old spice man marketing campaign what did the brand get right and what didn't work at all. Abstract this case features old spice's efforts to reposition glacial falls after sales stagnated in the united states the challenges in this case are twofold first, it sets the stage for deciding whether and how to reposition a brand after a period of significant stagnation this entails a targeting dilemma about whether to keep.
Old spice had long been the leader in men's deodorant, but when axe entered the market with a raunchy campaign, the brand began to lose share procter & gamble called on landor worked closely with agencies wieden+kennedy and citizen relations on old spice's repositioning we shared the 2011 grand effie for. Old spice brand repositioning 938 words | 4 pages however, like in any lasting relationship, you have to constantly work on adapting to change as you grow every marketer plans to have their brand and target audience evolve together unfortunately this is often not a reality as in the case of old spice, which i will. At this point, procter & gamble purchased the old spice brand from parent company the shultan co, and launched a brand retargeting campaign aimed with a brand resurgence or rebranding strategy, from a simple product name change to an extensive overhaul of brand packaging, brand positioning,.
Prior to 2010, old spice was seen as a brand for older generations, a somewhat uninteresting and stagnant brand that wasn't especially bad or especially good then, in a massive rebranding stunt, they came out with a new advertisement ( and a series to follow) featuring athlete isaiah mustafa in a strange,. And to anyone's review, studying the trades, the key positioning for old spice has been about the hypergrowth of viral video content wrapped around isaiah mustafa but there's more to the brand than the last several years the interesting implication of the effort lies in the focused attention of working on. This case old spice, p&g's repositioning strategy focus on old spice ruled the market for men's personal grooming products since the mid seventies, old spice was struggling with its image of an old brand, incapable of catering to contemporary tastes this resulted in reduced sales and loss of leadership status in the. The brand now has a new vibrant identity and positioning – 'making wholesome awesome' – as it now targets younger audiences with newer variants the lesson: capitalize on new old spice re-positioned itself as a brand associated with legacy and confident young men this was readily accepted.