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

The Journey of Old Spice Rebranding

Old Spice, a brand that dates back to 1937, got its start selling products to the mature generation. Over the years, the brand has undergone a significant transformation and rebranding to attract a younger demographic – the millennials. The iconic brand has been able to make significant strides in appealing to the younger generation. With its rebranding strategy, the brand has been able to shake off its previous persona of “dad cologne” and transition to a demarcated millennial target audience. The brand achieved this by using innovative marketing campaigns, focused on engaging millennials through social media and creative advertisements.

Marketing Campaigns

The first step to rebranding was to develop marketing campaigns that would appeal to the younger demographic. Old Spice took a new approach to its product by launching creative and unconventional ad campaigns that focused on the unique characteristics of the product. This created a buzz amongst millennials, making it one of the most talked-about deodorants of all time. Old Spice’s approach to advertising was simple – make the ads memorable and humorous. The brand utilized social media platforms like Twitter, Facebook, Instagram, and YouTube to create a buzz about its products. Social media played a significant role in increasing the brand’s visibility, reaching millions of millennials across the globe.

Repackaging and Product Innovation

A brand’s visual aesthetic is critical in creating an appealing and modern image. Old Spice rebranded its packaging to suit the younger demographic – the millennials. The new packaging features bold colors with a simple yet modern design that stands out on store shelves. The brand’s product line has undergone a transformation over the years, with a focus on innovation. Today, Old Spice offers a wide range of unique products, including antiperspirants with a cleaner ingredient list and long-lasting fragrances.


The Old Spice brand has come a long way since its early beginnings. The brand’s transformation is an excellent example of the power of rebranding to appeal to a younger demographic. With its innovative marketing campaigns, social media strategy, and product line innovation, Old Spice has undergone a significant metamorphosis over the years to become the millennial must-have brand.