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11 0 Packaging Makeovers
Old Spice
D E S I G N
Interbrand, New York, New York
M A R K E T
Worldwide
The Old Spice brand and the packaging
design, which had been on the market
for decades, lagged well behind
modern times. The logo was old-
fashioned and the text was blocky
and unimpressive. The manufacturer
and branding firm Interbrand sought
a strategy for modernizing the brand
and appealing to younger consumers
while retaining important elements
of the strong brand equity.
before
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reva m p i n g ou t d ated de s ig n
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The new packaging design is handsome,
classic, and appealing across demographics.
The new Old Spice combines the original
brand’s timelessness with a bold, contempo-
rary, masculine look.
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Rea son for Rede sign
Procter & Gamble had a surprisingly enduring brand on
its hands (some participants in market research studies
could still sing the Old Spice jingle from three decades
before) and wanted to stand behind it, yet open the doors
to new market opportunities. The company worked with
Interbrand to research ways in which they could revitalize
the brand. Early studies, however, proved that moving the
old logomark to new packaging wouldn’t be enough—no
matter how they sliced it, the Old Spice brand was not
working in modern times. Interbrand set out to help the
company rebrand Old Spice in a way that would inspire
and appeal to young males without alienating the older,
loyal customer.
Red esign Objectives
Rebrand Old Spice for success, boosting it to the
number one male grooming product set in the world
Appeal to a new demographic, primarily the young,
casual, down-to-earth man, using new colors, type,
and graphics with which the target consumer could
identify
Elevate the brand to a modern, higher-class image
so its products could ultimately move into a higher
price point
The Re sults
Old Spice has become one of Procter & Gambles fastest-
growing brands since the relaunch of the new packaging.
Within months after the launch, Old Spice jumped to the
number one brand of antiperspirant among teenage boys
and leapt several notches to take its place among the top-
rated male grooming brands in the world.
Old Spice Design Process
On the market for decades, Old Spice
was an internationally recognized brand,
known as much as the dependable
Fathers Day gift by generations of
children as by the over-forty-five
consumer base that faithfully purchased
the aftershave lotion. But though the
brand captured an emotional connection
among consumers of all ages—whether
the men who still purchased it, those
who first shaved using it, or those who
bought it for holidays and birthdays for
beloved fathers and grandfathers
Old Spice was not attracting the young
male consumer that manufacturer
Procter & Gamble wanted to reach.
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