History 1934 founded by William Lightfoot Schultz
1937introduced for women
1938 Introduced for men
June 1990 Procter & Gamble Acquired Old Spice
2012 its iconic clipper ship logo replacedwith a yacht, and targeting changed toyoung demographic segment
Brand Identity
As a symbolAs a personAs an
organizationBrand as a
product
•Macho man•Bold and Appealing to women •Confident •Handsome
•Sufficient Advertising Budget•Focus on customer engagement
•Men’s & women grooming brands•America’s iconic Successful
•Sailing ships•Racing yachts
David Aaker’s framework of brand identity
Brand as a symbol
Sift from boat to yacht logo
A small vessel for travelling over water
A medium-sized sailing boat equipped for cruising or racing
55000 fans
oldspice.com* 9 timesfrom previous year.
The Man your Man could Smell Like-2010
Video Posting Became Viral 10 million Views
rich of
Traffic Increased
Old Spice Cleans Up: Old Spice’s Body Wash sales have jumped since the campaign’s February launch
February2010
July 2010
% Gain
High endurance $2.3M $4.6M 100%
Red Zone $1.1M $1.6M 49%
Liquid Body Wash $129.9 $148.6 14.4%
Dry skin defense Body Wash $8.2 $164.5 1900%
Odor Blocker Body Wash $35.8 $649.6 1715%
Overall $3503 $7312 106%
Analysis
Source: Symphony IRI
Deodorant & Men grooming
Personality
Culture
Self imageReflection
Relation
Brand Identity Prism –Old SPICE
Like NFL player Isaiah Mustafa, Bruce Campbell
AmericanSmell Like a Man
Suceessfull“Mark of Man”
Authenticity,Peformance,Confidence
Social Media Campaign,Youtube
Physical product
Brand Equity
Brand Awareness: TV ads, Social
media promotion, Various campaign
Brand Loyalty: Twitter: 253k
followers
Facebook: 2565887 likes
Brand Association: Wieden+Kenedy
Memorability: Logo
Fragrance
Skin Care
AntiPerspirant
Deodorants
Brand Architecture
Product BrandUmbrella brand
Products
Brand PositioningYear 1970 1980 2013-14
Positioning Positioned for father, and grandfather Slogan: Mark Of a Man
Family Oriented:Man with father and childrenSlogan: Mark of an ultimate Man
Young demographic of man or becoming manSlogan: Smell like a man
References1. Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com. Retrieved fromhttp://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=12. Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from http://www.brandprofiles.com/oldspice-logo3. Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com. Retrieved from http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from http://www.brandprofiles.com/oldspice-logo4. Keller, K. (2013a). Strategic brand management (4th ed., p. 114-119). Upper Saddle River, NJ: Prentice Hall. 5. Old Spice packaging. (2012). Retrieved from http://www.oldspicecollectibles.com/FAQ and more/packaging.html6. Procter & Gamble. (2011a). About Old Spice. Retrieved from http://oldspice.newshq.businesswire.com/about7. Traditional Bottles. (2012). Retrieved from http://www.oldspicecollectibles.com/Bottles/traditional%20bottles.html
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