Branding: Old Spice Case Analysis

One of the first mass market fragrances, Old Spice dates back to 1937. Its classic aftershave and cologne combination—with soap on a rope sometimes tossed in for good measure—was the classic Father’s Day gift for baby boomers to give, but was largely irrelevant by the time Procter & Gamble acquired the brand in 1990. P&G’s revitalization strategy was to abandon the old cologne business to focus on deodorants and other male grooming products. Facing tough competition from Unilever’s edgy line of Axe products, the firm reverted to its classic one-two punch of product innovation and new communications to target the 12- to 34-year-old male. New product development resulted in the creation of Old Spice High Endurance, Pro Strength, and Red Zone lines of deodorants, body washes, body sprays, and shaving products. Old Spice’s latest line, Ever Clear, arose from focus group participants’ “good-bye letters” to their current de- odorant. A technological breakthrough allowed Ever Clear to promise the protection of a dry solid without the uncomfortable waxy residue that left white streaks on clothing. All Old Spice products were backed by tongue-in-cheek advertising that stressed the brand’s “experience.

Brand Background

Old Spice was created by the Shulton Company in 1937. Interestingly, is was a woman’s fragrance in the beginning. Old Spice for men was introduced in 1938. The brand gained popularity during World War II and has been an icon in men’s grooming ever since. The early men’s products were dominated by shaving soap and aftershave lotion, marketed with a nautical theme. Sailing ships, in particular were used as a trademark.

Procter & Gamble purchased Old Spice from the Shulton Company in June 1990 seeking to extend its equity in aftershaves and colognes into the world of deodorants and develop them with the advantage of an established brand name. The intention was to shed the image of an older man’s aftershave, but keep the masculine and rugged