Thinking of rebranding your business this year but worried about failing? Well, you might wanna hear the story of our featured brand today, which took the risk and succeeded!
Spoiler alert: it wasn’t an easy journey for Old Spice. But with smart marketing, courage, and acceptance, it became the legendary brand we know today.
SCRATCHING THE SURFACE
When you think of men’s grooming, it’s hard not to picture Old Spice. It’s that classic red bottle in the shower or the iconic scent you can smell across the room.
If you’ve ever caught a whiff of their unmistakable scents, you’ve probably wondered: How did this brand become the king of men’s grooming?
It all started in 1937
Believe it or not, Old Spice wasn’t designed for men—it was made for women!
From day one, Old Spice stood for confidence, charm, and a touch of rugged style.
🏆 How to smell like victory?
Old Spice’s story is more than a history lesson—it’s a blueprint for building a lasting brand. Here’s what you can learn from its business style:
Old Spice proved that a bold vision and strong identity can take your brand far. Whether you’re launching a new product or building on a legacy, focus on what makes your business unique and let that lead the way.
Do note that this success story doesn't mean the brand's journey was smooth from the get-go. Let’s just say, Old Spice didn’t stick around for nearly 90 years by playing it safe.
PERFECT PITCH
Want to feature your business’ strengths like Old Spice? Or maybe you’re looking to expand your brand’s reach among Amazon sellers?
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Don’t miss the chance to position your brand front and center. Book a placement today and watch your brand grow!
DIVING DEEPER
Old Spice may have been a legendary brand, but it wasn’t immune to challenges. By the early 2000s, the brand had a problem: younger buyers didn’t see Old Spice as cool or relevant.
To fix that, Old Spice didn’t just tweak its branding—it completely reinvented itself!
👴 From grandpa's cologne…
As the Old Spice patrons became grandfathers and great-grandfathers, the brand faced a serious identity crisis. Younger generations saw Old Spice as “old” and wanted nothing to do with it.
Even a quality-focused campaign in the 1990s, complete with a 1-800-PROVE-IT hotline, failed to shake its stodgy image. Teenage boys feared smelling like their grandpa more than they feared smelling bad at all.
🆕 …to a “Swagger”
The turning point came with the “Swagger” campaign, which wrapped the brand’s core values—manliness, sex appeal, and adventure—in humor so outrageous it couldn’t be ignored.
The campaign hit the sweet spot for 2 key groups:
The brand’s transformation was powered by an unlikely collaboration. In 2006, Old Spice partnered with the creative agency Wieden+Kennedy (W+K). The combination of W+K’s bold ideas and Procter & Gamble’s resources created groundbreaking campaigns.
👃 The smell of success
Old Spice’s rebrand quadrupled sales in just a year and cemented its place as a leader in men’s grooming. Today, it’s not just a brand—it’s a cultural icon.
The lesson? Don't fear reinvention. Sometimes, bold changes are the secret to massive success.
SUCCESS BLUEPRINT
Rebranding is no small feat. But sometimes, your business needs a fresh start to level up.
🪜 Whether you're tackling a complete overhaul or just freshening things up, HubSpot has seven steps to help you stay on track:
🟢 Bonus: Keep evolving
Rebranding isn’t a one-and-done deal. Once you’ve made these changes, it’s important to keep evolving and adapting as your audience grows and shifts. Remember, the best brands are always in a state of refinement.
So, are you ready for a fresh start?
