Few brands have made a greater impression on consumers than Old Spice; however, their surge in popularity didn’t arise until a much-needed shift took place to satisfy the needs of an untapped demographic. Rebranding can be a difficult thing to accomplish for many companies, but Old Spice made it look easy as they flipped their 70-year-old script on its head to reach millennial consumers. In this blog, we analyze the brand’s decision to rebrand itself to appeal to a younger audience and how it paid off for them in the long run.
The Old Spice Rebrand
Why Did Old Spice Rebrand?
Proctor & Gamble’s Old Spice has served as an internationally recognized men’s grooming brand for more than 70 years. Throughout the years, they have aimed to bring the best male grooming products to men of all ages, but were becoming stale with the younger generation. To catch up with the changing market, they launched one of the most successful rebrands of the decade.
A New Look for an Old Favorite
Featuring new commercials, new packaging, a new site design, and a complete upheaval of their entire marketing scheme, Old Spice completed a full rebrand in an effort to attract a broader, younger customer base. From the introduction of “The Old Spice Guy” to the assortment of witty, comical commercials and must-see viral videos that began in July 2010, they garnered the attention of their target audience both on television and on social media networks.
To complete such a successful rebrand, Old Spice worked with branding agency Interbrand to determine what it would take to bring the brand into modern times. In the summer of 2011, they also teamed with advertising great, Wieden + Kennedy, and the creative minds at Landor to create a campaign that would foster a strong relationship between Old Spice and their customers. They worked to build a strong online and social media presence to attract new customers and update their packaging to suit customers’ changing preferences.
The ultimate goal was to target millennials because both older men and teenagers want to feel like they are in their 20s, so this marketing campaign appealed to more than just the millennials. In only one short year following the rebrand, sales increased by more than 100%
Meeting Millennials Where They’re At
Old Spice created an interactive website and eye-catching packaging design using new colors, typography, and graphics. The more modern imagery has placed Old Spice in the running as the best male grooming products for men ranging from older gentlemen to teenage boys. They have also intensified their mobile marketing efforts because research has shown that more people are willing to accept ads via their mobile device.
This hugely successful rebrand has honored the original customers while attracting a new demographic of younger men. In fact, following the implementation of the new packaging design, Nick Patterson, Associate Director of Shopper Marketing at Proctor & Gamble, stated that, “Old Spice was reinvented and became one of the fastest-growing brands in the category.”
Old Spice Commercials: A Lesson in the Abstract
In the past decade, Old Spice’s commercial in particular have become one of the most recognizable elements of the brand’s identity. Their over-the-top, surreal advertising style has elevated the brand from a fading staple of men’s grooming into a cultural talking point. Some of the most memorable examples include the “The Man Your Man Could Smell Like” campaign, which debuted during the 2010 Super Bowl. This commercial not only went viral but also became a template for how humor and absurdity can completely reinvent a brand’s identity.
Other campaigns, like “Smell Like a Man, Man” and the beloved “Old Spice Guy” featuring Isaiah Mustafa and Terry Crews, have gained notoriety for their unusual and surreal storytelling and quick, unpredictable humor. These commercials stand out from other male grooming ads, which often emphasize more straightforward depictions of masculinity or product benefits. Instead, Old Spice leaned into exaggerated comedy, bizarre scenarios, and self-aware absurdity to appeal to a younger, internet-savvy audience.
Old Spice’s Commercials vs. Packaging
It may seem counterintuitive, but Old Spice’s TV ads target a completely different audience from their in-store branding and packaging. Print ads and product design typically speak directly to men buying grooming products, while commercials take a big-picture approach, targeting both men and women. The humor, randomness, and meme-worthy commercials make them highly shareable, ensuring that even viewers who may not ordinarily pay attention to deodorant or body wash engage with the brand.
Is Old Spice’s Humor Effective?
As noted in brand case studies, Old Spice’s use of humor has been a cornerstone of its brand revival. By embracing absurdism, the company sidestepped the outdated perception of being an “old man’s brand” and instead positioned itself as bold, relevant, and entertaining. The lesson is clear: humor can be a powerful brand strategy when used consistently and creatively, allowing Old Spice to remain culturally relevant and appeal to younger generations.
Public Perception of Old Spice Today
Since the rebrand, public perception of Old Spice has undergone one of the most striking transformations in modern consumer branding history. Once regarded as a dated product associated with older men, the brand is now widely recognized for its humor-driven campaigns and bold personality. The 2011 rebrand, building on the viral success of the “The Man Your Man Could Smell Like” campaign, was a turning point, skyrocketing sales and re-establishing Old Spice as a leader in the men’s grooming space.
Over time, this momentum has helped the brand remain competitive in an increasingly saturated market filled with newcomers like Axe, Dove Men+Care, and Harry’s. While Old Spice may not dominate conversations the way it once did at the height of its revival, its identity as a playful, self-aware brand has kept it from fading into obscurity. Its commercials still resonate with younger audiences, and its product lines are well-established on store shelves.
That said, Old Spice still faces the challenge of continuing to innovate without over-relying on the same comedic formula. Some critics argue that the brand risks stagnation if it doesn’t evolve its message for new generations. However, the core perception of Old Spice today remains positive: it’s fun, approachable, and unafraid to laugh at itself. This flexibility has allowed the brand to remain fresh while competitors come and go, proving that a bold rebrand anchored in humor can create a lasting cultural impact.
Old Spice: Setting the Standard in Successful Rebranding Strategy
Following the redesign, Old Spice has taken many other efforts to attract customers, including hiring a new marketing director and partnering with other notables and celebrities for wildly successful online and design campaigns. They have offered a noteworthy example of how utilizing a full line of branding agency services, like branding and packaging makeovers, can create significant market change, and even create a cultural revolution.