The Campaign That Saved Old Spice

“The man your man could smell like”

Image: Old Spice

You’re trying to appeal to youngsters, but your customers say your product is for grandpas. Ouch.

Old Spice faced that very problem.

In the past, the company had advertised its products to the older, 40–60-year-old market. After assessing market trends, they decided to switch their target…