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

The Evolution of Old Spice’s Branding Strategy

Old Spice has been around for over 80 years, but the brand has undergone significant changes in recent years to appeal to a younger generation of consumers.

From Ad Campaign to Social Media Sensation

In 2010, Old Spice launched an ad campaign called “The Man Your Man Could Smell Like,” which featured a handsome and confident spokesperson, Isaiah Mustafa, who spoke directly to the audience in a humorous and charismatic way. The campaign was a huge success, generating millions of views on YouTube and making Old Spice relevant again. However, the brand didn’t stop there. They continued to evolve their branding strategy by leveraging the power of social media. Old Spice began responding to tweets from consumers with personalized video responses, which further demonstrated their humorous and engaging brand personality.

The Power of Influencer Marketing

Old Spice also recognized the importance of partnering with social media influencers to reach their target audience. In 2016, they collaborated with popular YouTube personality, Casey Neistat, for a series of ad spots that showcased the brand’s new “Hardest Working Collection” of grooming products. The partnership was a huge success, with the videos garnering millions of views and driving sales of the new product line.

The Future of Old Spice

Old Spice’s rebranding success can be attributed to their ability to adapt to changing consumer preferences and marketing trends. They continue to innovate and experiment with new strategies to engage their audience, such as gamification and augmented reality experiences. With their catchy jingles and memorable ad campaigns, Old Spice has transformed from a dated brand associated with dads to a hip and relevant must-have for millennials.