Company profile
- Industry
- Men's grooming products
- Founded
- 1937
- Headquarters
- Cincinnati, United States
- Ownership
- Owned by Procter & Gamble
Profiles are auto-generated and infrequently updated.
Decisions on record
3 verified Decision Records on Old Spice, and the casebook each one belongs to.
| Fork date | Decision type | The story | Casebook |
|---|---|---|---|
| 2010 | Culture Doctrine | Read the story → | Culture Doctrine Casebook → |
| 2010 | Culture Doctrine | Read the story → | Culture Doctrine Casebook → |
| 2010 | The Turnaround | Read the story → | The Turnaround Casebook → |
Run one of these yourself
The decisions Old Spice faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
The analyses
The Repositioning · People & Control
Old Spice Sold Manliness to Men. Its Comeback Sold It to Women.
Everyone remembers Old Spice turning a 'grandpa' brand into a young-man's brand. The real insight was colder: 60% of men's body wash is bought by women — so P&G aimed the joke at the buyer, not the user, and body wash sales doubled by July 2010.
8 min
The Culture Doctrine · People & Control
Old Spice Could Be Reckless Because P&G Was Ready to Kill the Brand
The famous 2010 ad never aired during the game — it went online three days early, on purpose. The doctrine everyone copies is the wit. The real one is darker: P&G was ready to kill the brand, and that's exactly why the campaign could be so reckless.
8 min
The Turnaround · Crisis & Reinvention
Old Spice's Viral Hit Sold 180 Videos. Whether It Sold Body Wash Is Another Question.
The Old Spice Man is the canonical proof that you can sell men's products to the women who buy them. But the famous '2x sales' figure bundles three different windows, the 52-week number tells a far calmer story than the peak figures suggest, and a buy-one-get-one coupon was running alongside the campaign.
8 min