The Rebranding Success of Old Spice: From Dad’s Cologne to Millennial Must-Have


Old Spice is a brand that has been around for over 80 years, primarily known for its traditional men’s cologne. However, in recent years, the brand has undergone a significant transformation and has successfully rebranded itself as a youthful, edgy, and irreverent brand. In this post, we will explore the rebranding success of Old Spice and how it has managed to appeal to a younger audience.

The Rebranding Strategy

Old Spice’s rebranding strategy focused on targeting a new demographic – the younger generation. The brand started by revamping its product line, coming up with new and exciting fragrances and personal care products. However, it was the brand’s marketing campaigns that really captured the attention of millennials. Old Spice’s advertising campaigns were bold, humorous, and wacky. The brand started by launching the “Smell Like a Man, Man” campaign, featuring a shirtless former NFL player, Isaiah Mustafa. The campaign was an instant hit, with millions of views on YouTube and enthusiastic support from viewers.

Embracing Social Media

Old Spice took the unconventional approach of engaging social media influencers and communities. While traditional advertisements focused on television and print media, Old Spice tapped into the power of social media to reach a wider audience. The brand’s clever use of memes, gifs, and interactive experiences on platforms like Twitter, Facebook, and Instagram, keeps the brand relevant and entertaining, captivating the younger demographic.


Old Spice’s rebranding success is a testament to how a brand can successfully transform into something that is relevant, entertaining, and appealing to a new demographic. Old Spice’s marketing strategy has been able to capture the attention of millennials, change their perception of the brand, and create a cult following. By embracing social media, creating wacky, humorous campaigns, and revamping their product line, Old Spice has become a millennial must-have, a far cry from being dad’s old cologne.