Famous for theme song “ O Fortuna “Old Spice is
with us since 1938 when it was originally launched as men’s deodorant. As years
passed by the brand could not escape the proverbial product life cycle. It was
losing heavily to its competitor brand “Axe”. A reversal of its fortune was
necessary. And repositioning was a must.
Original owners Shulton Company sold the brand Old Spice
and associated products to Proctor & Gamble in 1990. After purchase this
brand encompassed deodorant, antiperspirant, shampoo, body wash and soaps under
a group “male grooming products”. Proctor & Gamble continued the tradition
of nautical theme and sailing ship. The packaging remained as legendary buoy
shaped white colour bottle.
By 2008, Old Spice brand was falling in sales. So
the original Old Spice perfume was repackaged as "Classic Scent",
both in the after shave and cologne versions. The white glass bottles gave way
to red colour plastic ones. But none of these could lift the sales figure.
There was a marked reluctance of young men to perch on Old Spice especially
“glacial fall’ deodorant as it was old indeed without giving much of a kick to
the present generation.
Old Spice required a makeover. On the heal of stiff
competition, the need for repositioning tactics became compulsory. But this repositioning
as business tactics required two limbs: one it needs a catchy name by way of
rebranding; two the message that goes with the name change must resonance with
the male ego. Proctor & Gamble therefore introduced rebrand “Old Spice
Swagger” with an advert slogan “I am on the horse”.
Wisely the company never abandoned the trade mark
sailing ship. Old spice Swagger kit sold at US$ 20 has taken the market by
storm. Needless to say, rebranding business tactics has worked marvellously
well because of the synergy of rebranding and advert theme!
Cheers!
Muthu
Ashraff Rajulu
Business Strategist
Mobile: + 94 777 265677
E-mail: cosmicgems@gmail.com
Blog: Business
Strategist
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