Successful Brand Strategy Example (Old Spice Repositioning)

Discover a successful brand strategy example from Old Spice with this repositioning case study.

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In this video, you’ll discover how an “Old Man’s” brand became the world’s #1 brand for men’s body wash from a simple repositioning strategy.

First, you’’ learn about the history of the Old Spice brand, including their introduction to the market in 1937 with women’s products and a takeover from Proctor & Gamble in 1990 for $300 million.

Next, you’ll learn how their original positioning aligned them with granddads and why that became a challenge the brand needed to overcome to survive.

You’ll then discover how leading agency Weiden + Kennedy refocused the brand to appeal to a younger target market through bold personality and a campaign that went viral.

Finally, we’ll look at the impact of communication adjustment and personality had on sales with a 125% increase.

0:00 Successful Brand Strategy Example (Old Spice Repositioning)
1:10 Old Spice Original Positioning
2:11 Old Spice Repositioning Strategy
5:20 Brand Repositioning Strategy Results

#brandrepositioning #oldspice #brandstrategyexample


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