Old Spice - Rebranding Done Right

Nichlas Holme Larsen, Jens Gustav Aagerup Jensen & Lukas Børglum Højland

Studenteropgave: Fagmodulprojekt


In this project, the author set out to explore just how Old Spice, via their ´The Man Your Man Could Smell Like´ commercial and subsequent response campaign, managed to rebrand themselves, departing from their outdated profile, to something correlating with trends, pop-culture and youthfulness. The exploration is conducted mostly on a theoretical level, with insight from brand equity and image theory functioning as the foundation on which Old Spice´s marketing efforts are evaluated. We finds that their success was due to a number of factors, some caused by thorough pre-marketing research and some caused by luck in together with sound communication. A main factor of success was their choice of marketing to both men and women, while utilising humour and sex combined with a strong internal/external narrative. Furthermore, their extensive use of celebrity endorsers, as a tool of increasing brand value and salience proved fruitful, because of how their value and meaning was able to transfer to Old Spice's products and brand. Finally, their use of co-creation was extremely successful, as they gained huge attention on the internet, by creating shared value with customers through interrelating video. A stroke of genius and a bit of luck, resulting in a successffaul rebranding of Old Spice.

UddannelserErhvervsøkonomi, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato19 dec. 2016
Antal sider76
VejledereBoel Jørgensen