Old Spice re-positioning

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Situation: 

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However, the Company’s Brand image was still perceived by toung men as outdated.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”.

(Link on the video Google Drive https://drive.google.com/open?id=1NlNRfPYy2uGnxBsC0DsG8c7NccmddiNP

Brand Image

Thus, the next action is undertaken by the company — rebranding. 

Or google drive link >>> https://drive.google.com/open?id=1_v5pCMYoAd0-5JKLrealTPO-XjrJ2HkL 

This solution turns into success. Explain why?

Comment on 3 main ideas:  

  1. Because the company is changing the brand image and prospects perception through the change of the Positioning message. They include visual elements and stereotypes of successful men. 
  2. The company makes clear differentiation from the main competitor (AXE) who is putting in the commercials, thin men who attract women by using deodorant and creating an “AXE effect”.
  3. the company applied a re-positioning strategy. The success is in targeted the women to buy the product for their men instead of men buying their own, as it didn’t work. With a positioning focused on a new target — women as a buyer, the company reach young men as a user. 

watch AXE effect #1 commercial >>> 

(or https://drive.google.com/open?id=1LX8F28ROiDvXspGugsv1DTDRxwZ7rmqS

 Some other nice ideas: 

  • They changed the image with the advertisement, by using stereotypes for young men. For example, that young men are muscular and buy women expensive things. 
  • As young men a less self-confident, rather than eldest. The advertisement they did was adequate to engage young people to buy their product as it was making them feel successful with women. 
  • Using a famous actor being the influencer and creating a funny clip made it much more interesting and attractive for them.
  • The add is sharable which increase the customer reach. 
  • Women can motivate men for a purchase. 

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