Old Spice for New Times

Overview
 The Old Spice of yesterday
 The Old Spice of today
 Creating the Old Spice of tomorrow
 The roadmap to tomorrow
Good Things For Old Spice
 Sales are up
 Back into the public arena
 Wider demographic touch
 Old Spice maritime/water legacy image still

usable
Things Not So Good for Old Spice
Old Spice needs a brand position that is
credible, sustainable and vivid in
customers’ mind
o Social media buzz alone is unsustainable
o Humor has a very short shelf life especially on-line -
http://www.oldspice.com
o Old Spice still present in country music lyrics
o Old Spice still an old men scent
o The “women's manly man” is a good attention grabbing
but not the most positive way of engaging male
competitiveness
Things to Think About
 Segmentation, Targeting and Positioning
 Keep the traditional Old Spice customer base
 Use the classic Old Spice to keep the interest up:
Old Spice Classic
 Spin off product ranges for first time users (mums
with teenagers) and young adult segment: Old
Spice Generations
 Traditional position for existing segment and
progressive position for young adult segment
 Align with masculine traits and stay away from
female initiated purchases image
Positioning (is critical)
 Leverage existing brand position with Old
Spice Classic
 Focus on perceived benefits
 Uniqueness: avoid “The Best a Man Can Get”

(from his woman or mum)

 Find a position that can be sustained

competitively
 Credible package for (as many) customers to

associate with
Next Steps towards a strategic brand
position
The best new thing has a old, familiar flavor to it

 Brand segmentation: refocus the “manly man”

discourse to include men too
 Brand targeting: develop campaigns with “manly
man” values that females appreciate to keep both
genders engaged
 Brand positioning: two product range:
 Old Spice Classic to keep current customers
 Old Spice Generations to bring the brand into
today
Old Spice Classic
 Keep the traditional Old Spice brand
◦ Baby boomers still the largest and most affluent
demographic segment
◦ Beneficial cross pollination between Old Spice Classic
and Old Spice Generations
◦ Validation of the “they don’t make them like they use
to” crowd
◦ Allow the new generations to delimitate from the dull
image while being allowed to carry over old but still
current values
 Sustainable position that most competition is
lacking
Old Spice Generations
 Carry over the desired classic Old Spice
ethos: independence, dependability,
roughness, take things as they come
 Contrast the Old Spice Generations man

(independent, self sufficient, ready to take up

any challenge, including women!) to the Axe
man (in need of external help in order to
achieve something)
 Encapsulate everlasting values that men

desire and women appreciate

 Thank you

No horse was used in the making this presentation