Old Spice
Old Spice grooming products for men were introduced in 1938. The brand became very popular with the manly men of the hirsute 1970s, but when fashions changed in the following decade, the brand fell out of style. In 1990, its producer of more than 50 years, the Shulton Co., sold it to Procter & Gamble. The new owner overhauled the brand, changing its scent, replacing its iconic clipper ship logo with a yacht, and targeting a younger demographic.
The strategy was successful, thanks in part to television advertisements featuring “Old Spice Man,” a corporate mascot who advised potential customers to “Smell Like a Man, Man.” The strategy was so successful that in 2008, the company resumed production of the original brand, renaming it “Classic Scent” and promoting it with the slogan, "If your grandfather hadn't worn it, you wouldn't exist."
The strategy was successful, thanks in part to television advertisements featuring “Old Spice Man,” a corporate mascot who advised potential customers to “Smell Like a Man, Man.” The strategy was so successful that in 2008, the company resumed production of the original brand, renaming it “Classic Scent” and promoting it with the slogan, "If your grandfather hadn't worn it, you wouldn't exist."
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