Old Spice, New Tricks: How Clever Branding Revolutionized this Deodorant Brand 03/26/21 | Joe Gastler Clean and clever branding has the power to reposition and revitalize your business. A strong brand image can be both a blessing and a curse, especially when that image bars entry to a market that could radically advance growth. What is Branding? Defined simply by Entrepreneur.com, branding is “the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” As an extension of branding, a brand strategy helps challenge your current brand position and solidify your business’ place in your target market segment. Why is it important? Close your eyes. Envision yourself choosing between an assortment of sodas in that little fridge before the checkout line. Which soda do you select? Is it the lime green bottle, the classic red label with white script or the red, white and blue orb? For 43.7% of soda drinkers in the U.S., Coca-Cola is the obvious choice — and we’ll wager you knew exactly which option was the Coke bottle. Beyond the fine details in logos and packaging, branding creates a memorable impression and gives consumers assurance of exactly what they’ll get out of choosing your brand over the competition. With its timeless red and white logo, Coca-Cola tends to position itself as a beverage to be enjoyed by everyone, “to refresh the world and make a difference.” It is loved and respected by people in over 200 countries and uses branding to inspire emotion and connection through advertisements like this one. A decent portion of branding is about perception. By distinguishing yourself from competitors, branding helps you clarify and highlight just what makes you the better choice. If a product is frequently used by one demographic, others who may not fit into that mold are likely to choose something different. The Old Spice Branding Shift Some brands, however, can appeal to many demographics yet have historically been the choice of one in specific. So what happens when a brand is ready for repositioning to appeal to an expanded target market and meet new growth goals? Old Spice is a textbook example of brand repositioning done right. As America’s leading deodorant brand, you’d never imagine it once wrestled with reaching the general male population outside of Baby Boomers. Since 1938, Old Spice has created deodorant, shaving soap and antiperspirants. Used primarily by young men during World War II, the deodorant brand aged with its consumers maintaining its status as the brand these men returned to and trusted. Even into the early 2000s, Old Spice was the choice of deodorant, antiperspirant and body wash for older men. Old Spice knew something had to change. Recognizing a massive looming target market beyond the geriatric population, Old Spice flipped the coin and began catering to younger men. Through hip, off-the-wall advertisements like this one, Old Spice created a situation where it is a relevant and young brand again by drawing upon humor relevant to 20-40-year-old men. Additionally, the TV spots play upon a desire for female advocacy — in other words, those who tend to purchase or have a say in the hygiene products for the men in their lives. Their commercials are impactful and funny, always tying up loose ends with their classic whistle jingle to point viewers back to their brand. Here at Four Columns, we help facilitate bold, powerful branding that breaks through the noise. If your business’ brand needs a facelift and repositioning to reach new growth goals, our team of expert strategists and creatives is here to help. Let’s get started — give us a call at 844-368-7265.