Italian 
English 
German 
Polish By the early 2000s, Old Spice had become synonymous with an aging demographic and an outdated brand identity. It was once a leading name in men’s grooming, but it was losing relevance to younger audiences who saw it as their grandfather’s aftershave. Old Spice desperately needed a transformation to remain competitive and regain cultural relevance.
2010, the company launched the groundbreaking “The Man Your Man Could Smell Like” campaign. What followed was a masterclass in rebranding, creativity, and consumer connection.
The Problem: Outdated Brand Perception
Old Spice faced a steep uphill battle. It was perceived as an old-fashioned brand catering to older men, while competitors like Axe had already established a stronghold among younger, trendier audiences. Old Spice’s products weren’t seen as exciting, modern, or worth considering by its target demographic.
The brand needed to do more than just advertise; it had to reintroduce itself with a fresh identity and a message that resonated across generational and gender divides.
The Solution: A Bold, Humorous Rebrand
The campaign, created by Wieden+Kennedy, centered on the charismatic and absurdly confident “Old Spice Man” (played by actor Isaiah Mustafa). The ads broke traditional gender barriers by addressing women—wives, and girlfriends—who often made purchasing decisions for men’s grooming products.
The commercials paired over-the-top humor with a tongue-in-cheek tone, directly engaging audiences. Phrases like “Look at your man, now back at me,” delivered with Mustafa’s suave demeanor, became instant catchphrases.
The campaign spanned multiple platforms:
- Television ads
captured broad attention with absurd and memorable humor. - Social media engagement
allowed Old Spice to interact directly with audiences through personalized video responses to tweets, creating a viral phenomenon. - Social media engagement
allowed Old Spice to interact directly with audiences through personalized video responses to tweets, creating a viral phenomenon.
Key Strategic Insights
Targeting Women to Sell to Men
By appealing to women, the campaign reached the gatekeepers of household purchasing decisions while indirectly engaging male audiences with humor and charm.
Rewriting the Brand Narrative
Old Spice transformed its identity from a dated brand to bold, modern, and self-aware. It embraced its legacy while speaking to younger generations in a language they found entertaining.
Leveraging Social Media for Viral Impact
The real-time interaction on platforms like Twitter and YouTube created a unique sense of engagement, giving the campaign a life beyond traditional advertising.
The Results: A Brand Reborn
The campaign was an overwhelming success, producing measurable outcomes almost immediately:
- 125% increase in sales within the first six months.
- 1.4 billion impressions across digital platforms.
- Old Spice’s YouTube channel became the most viewed platform at the time, demonstrating the campaign’s viral reach.
- A lasting rejuvenation of brand perception, making Old Spice a staple in men’s grooming for a younger audience.
The Takeaway: Creativity + Strategy = Impact
Old Spice’s transformation wasn’t just about being funny—it was about being smart. By pairing creative storytelling with cultural awareness and digital strategy, the brand achieved more than a boost in sales; it solidified its position as a modern marketing leader.
For brands struggling to stay relevant, this case demonstrates the power of bold rebranding and the importance of meeting audiences where they are—with humor, creativity, and authenticity.