Dr. Vera Petrovna Butkouskaya


March 2020


Old Spice antiperspirant, deodorant, body wash, hair and beard care company. It makes a ton of great things designed for men, loved by everyone. Old Spice got an objective to target a new market – young men. 

The company changed its old-looking packaging to make the product more attractive for the new target.

Old Spice rebranding

However, the Company’s Brand image was still perceived by toung men as outdated. As a Consequence – young men shop for Axe (the main company’s competitor) with the agresive marketing campaign “AXE effect”.