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.
- Old Spice’s secret to success 👃
- Your perfect advertising partner in 2025 🤝
- From dusty to legendary ✨
- Your brand’s fresh start 🫵
SCRATCHING THE SURFACE
The secret behind Old Spice's legendary success
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!
- Back in 1937, the brand debuted with a line called "Early American Old Spice," inspired by colonial themes and an air of sophistication.
- A year later, the men’s line hit the shelves. Its nautical vibe set it apart, with those ships, anchors, and all things adventure. ⚓
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:
- Double down on identity. Old Spice leans into its bold, adventurous roots. Think about what makes your brand unique and let that shine.
- Find your niche. The brand carved out its space by offering products that felt timeless yet distinct.
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
Meet your perfect advertising partner this 2025
Want to feature your business’ strengths like Old Spice? Or maybe you’re looking to expand your brand’s reach among Amazon sellers?
Then, it’s time to partner with us! As a trusted newsletter delivering the latest ecommerce insights and actionable advice, we’ll give you the opportunity to engage with a diverse and highly motivated audience!
🍽️ Why partner with SellerBites?
- Reach sellers in top Amazon categories like beauty, health, and home.
- Connect with business owners, executives, and ecommerce decision-makers.
- Showcase your brand to a highly engaged, niche audience.
- Increase brand awareness and create valuable partnerships.
Don’t miss the chance to position your brand front and center. Book a placement today and watch your brand grow!
DIVING DEEPER
How did a brand go from having a “dusty” appeal to being the face of modern masculinity?
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:
- Teenagers and young adults found a product that made them feel mature, ditching the overbearing scents of body sprays.
- Older millennials saw a version of masculinity that was relevant, fresh, and downright funny.
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
7 steps to give your brand a fresh start this 2025
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:
- Reestablish your market. Who are you really selling to? Sometimes, the market you think you’re targeting isn’t the one showing up. Take time to research and analyze your market. 🔍
- Redefine your vision, mission, and values. What’s your “why”? What’s your long-term goal? How will you achieve it? And why does it matter? Updating these core pieces ensures your messaging is aligned with your new direction.
- Rethink your brand name (If necessary). A name change can be risky, so only go this route if it’s crucial to your new identity.
- Reconsider your slogan. A slogan is the cherry on top of your brand identity. Make it short, snappy, and unforgettable.
- Refresh your visual identity. Looks do matter. A fresh logo, updated colors, or new typography can breathe life into your rebrand. Be sure your visuals reflect your new goals. 🎨
- Tip: If you’re moving away from a youthful vibe, try replacing playful fonts with something more timeless and classic.
- Track brand sentiment. Stay on top of brand sentiment before and after the rebrand to see how it’s resonating with your existing and new customers.
🟢 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?
