In 2009-2010 Procter & Gamble's Old Spice brand needed to respond to two important challenges. First, following an effective rebranding of the Glacial Falls fragrance into Swagger (see Kellogg Case #5-411-752), Old Spice's core brand team had to determine its next part of advertising. The alternatives being considered included continuing to advertise Swagger, switching to advertising another aroma, marketing the umbrella brand, or putting an emphasis on body wash instead of on deodorant.
Old Spice Repeating Success in the Face of Competitive Threat Case Study Solution
This conclusion also comprised proposing both the messaging along with the media buy for the alternative chosen. Second, in combination with this specific dilemma, the brand must determine whether the messaging of its own advertisements should respond to rival Unilever's new advertisements for Dove for Men, which will be kicked off in an approaching Super Bowl spot. Students will step into the shoes of Mauricio O'Connell-among the assistant brand managers of Old Spice-as he and his team brainstorm how to position the brand for another big success.
PUBLICATION DATE: May 16, 2014 PRODUCT #: KEL786-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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