Presented By:Rajeev Kumar PGCM4(1424)Sahil Jain PGCM4(1429)

Submitted to: Prof S. Nanda

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

The Man your Man could Smell Like Campaign

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

Brand Rejuvenation

Shifting of Target Segment

Acquired by

Repackaging

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