Old spice old spice is one of the most popular companies in america that specializes in male grooming products it was founded by william lightfoot schultz in 1934 and began by creating products for women in 1937, closely followed by male cologne in 1938. What's next after identifying the reasons for pursuing a brand repositioning a four-phased brand repositioning approach will help guide you through the process and allow your company and brand group to best calibrate based on timing, budget, and resources to get the job done. How p&g designed success with the old spice guy campaign proctor & gamble (p&g) their brand channel is #1 on youtube and the #2 most subscribed to. Proctor and gamble repositioned its old spice anti-perspirant brand from a deodorant your grandfather might use to a strong, hip anti-perspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use and through a money-back guarantee. Old spice’s rebranding strategy shed the tag of a grandfather’s deodorant and developed a fresh identity for the brand what did we learn although it’s often difficult to quantify a brand, the examples above indicate that a brand overhaul can directly influence the fortunes of an organization.
Old spice saw a major spike in sales and brand awareness, but there are plenty of brands that have done great marketing, spiked for a while, and then disappeared off the consumer radar. This week we saw two days that shook the viral marketing world old spice, a decidedly old-school procter & gamble brand, unleashed a social media blitz so profoundly brilliant that it not only . Procter & gamble’s old spice has served as an internationally recognized men’s grooming brand for more than 70 years throughout the years, they have aimed to bring the best male grooming products to men of all ages, but were becoming stale with the younger generation. Social media campaigns to reposition the old spice brand in the consumer marketplace, and considers his strategic options for the future of the repositioning campaign the award-winning old spice campaign featured creative mass media advertisements as well.
Old spice is a great example of a consumer brand that’s been very effective in re-branding and repositioning itself for the times you can connect with mustafa on twitter, message him on youtube and have a two-way dialogue. Brand repositioning, revitalization and rebranding project description: brand management is a long-term process that involves awareness of the unique challenges that confront the brand as it progresses across the different stages of its life. In the late 2000s, procter & gamble introduced many forms of deodorant sticks, body washes, and body sprays in several scents under the old spice brand in early 2008, the original old spice scent was repackaged as “classic scent,” both in the after shave and cologne versions. Old spice brand history, brand identity, brand rejuvenation, brand prism, brand equity, brand positioning and the man your man could smell like campaign.
Old spice considered everything from discontinuing the product, changing the fragrance, repositioning it, and rebranding it but in 2008 things changed wieden + kennedy, an ad agency from portland, oregon was hired to help the proctor and gamble brand change the image of glacial falls. In february 2010, wieden+kennedy launched a new old spice advertising campaign, smell like a man, man' the first commercial, “the man your man could smell like,” was an overnight success and quickly became a cultural phenomenon, generating significant word-of-mouth buzz online and off-line . Old spice 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. Today on branding strategy insider, another question from the bsi emailbag seth, a vp of marketing from seattle, washington writes: “can you or your colleagues think of or recommend any good examples of branding and / or brand repositioning that i could share with our executive leadership team . P&g used this repositioning strategy with its old spice brand antiperspirant to a react to a competitor's position b reach a new market c catch a rising trend.
Old spice has made a concerted effort to reposition its brand from a stodgy aftershave product line to a cool, contemporary array of “fragrant man goods” thanks to its viral video marketing, a whole new audience has embraced this once old-school cologne. P&g used this repositioning strategy with its old spice brand antiperspirant to reach a new market bayer aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. Old spice didn't change its logo, it changed the experience, said marc shillum, principal at method, inc a consulting agency for brand designs 9 / apple was nearly bankrupt now it's ruling . More about essay on pre-campaign analysis: old spice brand image nike case analysis: maintaining and working on brand image old spice brand repositioning 938 . And old spice also became the #1 all-time most viewed and #2 most subscribed branded channel on youtube “the man your man could smell like” campaign also had a positive impact on the bottom line, and sales far exceeded expectations.
Old spice became the leading deodorant and antiperspirant for men and has expanded the product offering extensively having successfully built market share with its new audience,. Strategic brand management - campaign analysis of old spice man 2010 use of social media to involve audience aiding repositioning the brand from a fatherly and . 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. Enacted and the old brand is abandoned brand revitalization may be chosen over brand repositioning or rebranding, with updated interpretations of the brand’s central meanings and new cultural strategies.
Funny memorable manly the minds behind the old spice guy campaign reveal their keys to marketing success. This case old spice, strategies to transform its brand image focus on procter and gamble's old spice, a major player in the male personal care sector, was launched by shulton company in 1938. 'release the man, man' campaign analysis by lindsay bott tutor: liz buchanan the aussie ad: the original ad: http:.