Dr. Vera Petrovna Butkouskaya





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However, the Company’s Brand image was still perceived by toung men as outdated.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

Theoretical background

GoogleProspectors emphasize growth and innovation, development of new products, and an eagerness to be the first in new-product or market areas, even if some of these efforts fail. The prospectors are more flexible and decentralized organizational structures, complex products (innovative), and unstable environments that change rapidly.

Defenders are conservative business units that prefer to maintain a secure position in relatively stable product or service areas instead of looking to expand into uncharted territory. Defenders tend to be highly formalized, emphasize cost control, and operate in a stable environment.