Old Spice: a brief study in rebranding

04/06/2010 at 3:13 PM Leave a comment

If you watch any TV at all, odds are you have seen an Old Spice ad recently. To me, the Old Spice brand has made a remarkable shift this decade, killing the old stereotypes that went along with the name.

Back in the day, it used to be that when I heard the name “Old Spice,” I would think of the signature cream-colored aftershave bottle—it is the king of the generic supermarket aftershave, joining the likes of Brut and Aqua Velva.

The products and marketing efforts Old Spice have made in the past five years have really changed the brand’s perception and reached an entirely new audience.

This year, Old Spice took a multi-campaign approach, like Geico, and released three different advertisements for its body washes—all catering toward a younger audience, more hip audience.

The first ad is clever, the second is slightly disturbing, and the third, well I don’t even know what to say about the third one. Just see for yourself:

“Look at Your Man”

“Armpit Mountain”

“Odor Blocker”


Entry filed under: Television. Tags: , , .

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