Classic Case Study: Old Spice Brand Repositioning

Case Study, Consumer Behavior, Digital Marketing, Member Activities, Products and Brands, Promotion, Segmentation and Positioning, Strategy and Plans, video

This case study examines Old Spice's classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled 'The Man Your Man Could Smell Like.' The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.

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About The Author

Geoff Fripp

Geoff Fripp is an experienced marketing educator and practitioner with many years of expertise in teaching and industry roles. As the founder of Great Ideas for Teaching Marketing, Geoff has created over 500 activities and tools to help educators deliver engaging and practical lessons across diverse learning styles and student levels. With nearly 2,000 lectures across ten universities, including 19 years at the University of Sydney, Geoff is recognized for his practical approach to marketing education. Geoff’s industry background includes senior marketing roles at medium and large firms, as well as entrepreneurial ventures. He has authored and co-authored textbooks with Pearson Education, as well as developing more than a dozen case studies for their marketing textbooks.