P&G brand manager James Moorhead earned Grand Marketer of the Year honors from Adweek for his efforts at steering the turnaround of Old Spice. Moorhead oversaw the effort to position Old Spice's body wash line as a rival to the youth-focused brand Axe with a series of tongue-in-cheek ads featuring former NFL player Isaiah Mustafa.
Four years ago, Old Spice was exactly that--old. The company was known more to their target as the foul-smelling after shave. You know, the one their grandfather's used.
Rather than embracing the brand heritage, Old Spice was become known for its Red Zone and High Endurance deodorants, all but abandoning the words "Old" and "Spice."
Moorhead now credits his Old Spice brand loyalty for turning the brand around.
"I started using Old Spice personally in my early teens and I was using High Endurance and Red Zone," he says. "Over the last few years they weren't saying 'I use Old Spice.' What had happened was we had lost the brand, the core, to these sub-lines High Endurance and Red Zone. We weren't doing brand advertising, we weren't celebrating Old Spice, the 70-plus years of heritage."
Of course, the hiring of ad agency Wieden + Kennedy and the "Smell like a man, man" changed all that. Now, the Old Spice brand reinvention will be taught in business and marketing schools for decades to come.
More on the re-emergence of the Old Spice Brand at Adweek.