Before Old Spice became known for its humorous commercials, the brand lagged behind in the market share race. After internal research revealed most customers of Old Spice products for men were women, it was clear the slogan “The original. If your grandfather hadn’t worn it, you wouldn’t exist” was missing the mark. The new campaign and slogan “the man your man could smell like” more accurately targeted their consumers.
Whether your customer base has changed or thorough research of audience demographics, interests and behaviors shows you could potentially capture more profit if you pivot, a rebrand is a great strategy.