How Old Spice Swaggerized Their Brand And Men Everywhere

Today Old Spice is one of the most popular deodorant and body wash brands for men of all ages, but that wasn’t always the case. On the shelves since 1938, Old Spice had long been associated with the past and elderly gentlemen (I know that the first thing that came to mind whenever I smelled original Old Spice was my grandfather). However, in 2008 all of that changed. Old Spice and Wieden + Kennedy kicked off a new campaign, Old Spice Swagger, and completely transformed the face of the Old Spice brand, as well as their customers.

Britton Taylor of Wieden + Kennedy presented a case study of Old Spice’s Swagger campaign earlier this week at Effie Worldwide’s ‘Ideas That Worked’ Webinar. The Webinar focused on three Effie Award winning-campaigns, exploring the goals behind each campaign, the big idea and implementation and, of course, the results. You can watch Effie Worldwide’s great video overview of the campaign here, and read about it below.