Let me share with you a quick story. In 1938, Old Spice was first introduced as the sophisticated body wash product for the sophisticated older gentleman. And for a very long time it was considered the scent profile of the American grandad, which made it –well, old. In the 2000’s the business started losing market share to younger, more “hip” brands like AXE Body Spray and other products entering the shopping space. Men just didn’t want to smell like their Grandad.
So, in 2010 they changed their perceived value. They didn’t just revise their advertising, they upgraded their positioning, audience, and identity. Old Spice decided that “swagger” was a perception that would positively influence how people saw their product, as being “fun”, “hip”, and “cool”. Young male consumers, who were barely noticing their product, began to see NFL player Isaiah Mustafa appear in hundreds of commercials and social videos in the “Man You Wish Your Man Could Smell Like” ads. Throw in a fun social marketing push that encouraged men to upload their photos to swaggerise.com and the new Old Spice was off and running.
It only took 6 months for their new perception to boost sales of their body wash by 27%, and purchases of their Swagger scent quadrupled in their first year of sales! They are now one of the most successful male grooming brands on the market.