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Ep 37: The Old Spice Rebrand That Actually Worked
Most rebrands don’t fail because the logo is bad. They fail because they don’t change who the brand is for.
In this episode of Ad-venturous, Avery breaks down one of the few modern rebrands that actually did what a rebrand is supposed to do. Bring in an entirely new audience. Using Old Spice’s 2010 comeback as the case study, we look at how a 70-year-old brand went from cultural afterthought to category leader by completely rethinking who they were talking to and how they showed up.
You’ll learn why Old Spice stopped marketing just to men and started winning with women, how Axe created the problem Old Spice had to solve, and why most brands mistake “looking new” for being relevant. This episode is a deep dive into what it really takes to reset a brand, and when a rebrand is actually the right move.
#Rebranding #BrandStrategy #OldSpice #MarketingPodcast #DTC #Advertising #BrandBuilding #Ecommerce #CreativeStrategy #ConsumerPsychology #GrowthMarketing #PerformanceMarketing #BrandPositioning
00:00 — Why Rebrands So Often Miss the Point
03:00 — Why Old Spice Was the Right Case Study
06:00 — Axe and the Shift in Men’s Grooming
09:15 — When Old Spice Started Losing Relevance
12:30 — When a Rebrand Is Actually Necessary
15:05 — The Campaign That Changed Everything
18:40 — Why Old Spice Talked to Women Instead of Men
21:35 — Who Really Has the Purchasing Power
24:55 — Why Net New Audiences Matter
27:10 — Did It Actually Work?
28:50 — What Brands Should Learn
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
View all episodes
By DTC Podcast NetworkMost rebrands don’t fail because the logo is bad. They fail because they don’t change who the brand is for.
In this episode of Ad-venturous, Avery breaks down one of the few modern rebrands that actually did what a rebrand is supposed to do. Bring in an entirely new audience. Using Old Spice’s 2010 comeback as the case study, we look at how a 70-year-old brand went from cultural afterthought to category leader by completely rethinking who they were talking to and how they showed up.
You’ll learn why Old Spice stopped marketing just to men and started winning with women, how Axe created the problem Old Spice had to solve, and why most brands mistake “looking new” for being relevant. This episode is a deep dive into what it really takes to reset a brand, and when a rebrand is actually the right move.
#Rebranding #BrandStrategy #OldSpice #MarketingPodcast #DTC #Advertising #BrandBuilding #Ecommerce #CreativeStrategy #ConsumerPsychology #GrowthMarketing #PerformanceMarketing #BrandPositioning
00:00 — Why Rebrands So Often Miss the Point
03:00 — Why Old Spice Was the Right Case Study
06:00 — Axe and the Shift in Men’s Grooming
09:15 — When Old Spice Started Losing Relevance
12:30 — When a Rebrand Is Actually Necessary
15:05 — The Campaign That Changed Everything
18:40 — Why Old Spice Talked to Women Instead of Men
21:35 — Who Really Has the Purchasing Power
24:55 — Why Net New Audiences Matter
27:10 — Did It Actually Work?
28:50 — What Brands Should Learn
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast