About the Company
Old Spice by Proctor and Gamble- a brand that was a staple in men’s grooming brought about a storm in the market as it reimagined and revamped its marketing strategy. Stories of successful rebranding are few and far between which is why the ones that do succeed leave a mark.
After extensive market research, Old Spice strived towards establishing itself among the younger crowd. The problem that Old Spice faced was that people perceived it as a brand for ‘Grandpas’. Therefore, switching the target audience was easier said than done.
“The Man Your Man Could Smell Like”
Procter and Gamble (P&G) comprehended that they needed to ignore any perceived limitations to save the Old Spice brand. So they went to promoting virtuosos, Wieden And Kennedy
Market surveying completed by Wieden and Kennedy uncovered a fascinating knowledge that would demonstrate key in the campaign’s prosperity — 60% of body wash buys were made by ladies.
Couples were encouraged to discuss body wash, and they hoped to persuade women to stop buying their men “lady-scented products.” It resulted in the campaign “Man Your Man Could Smell Like”.First sent off in 2010, Wieden + Kennedy Portland’s shirtless single shot promotions for P&G brand Old Spice knocked some people’s socks off and produced an outpouring of side projects.
Aftermath
The Old Spice Guy campaign was so successful that the company kept coming up with new ideas and increased its marketing efforts. New product lines were launched, including the “Wild Collection” and the “Fresher Collection,” each with their own distinctive marketing initiatives. With the introduction of the “Old Spice Fiji” body wash, Old Spice also started aiming its marketing at new groups of people, especially female customers. Old Spice was able to increase its appeal and establish itself as a versatile brand for both men and women by expanding its product offerings and target markets.
Increased sales and marketing share, a revived brand image, widened target markets, and viral marketing success are just a few advantages that came about as a result of the Old Spice brand’s marketing makeover.
Old Spice had risen to prominence among American men’s grooming brands by 2010. The brand’s social media participation and viral advertising efforts helped it develop a devoted fanbase.
Conclusion
The “The Man Your Man Could Smell Like” crusade is an incredible illustration of how a top notch marking effort can fundamentally affect a brand’s discernment and sales. The mission was effective on the grounds that it made a noteworthy person who epitomized the Old Spice brand and utilized humor and enchantment to interface with crowds. The mission was likewise fruitful in light of the fact that it incorporated an online entertainment part, which assisted with making a special interaction between the person and the crowd. By and large, the mission was an immense accomplishment for Old Spice, and it assisted with repositioning the brand as a hip and current brand that appeals to more youthful crowds.
Strategy Unboxed 
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