10/23/2015

Purchasing Old Spice is a low involvement type of purchase. Low involvement purchases are those with the least amount of risk whereas purchasing a vehicle would have greater risk (lifestyle, social positioning) so therefore would be a high involvement type of purchase. In order for people to want to purchase Old Spice the packaging has to stand out. Packaging is very important for low involvement types of products, especially those products that are bought in stores. This is important in trying to capture your target segment. While perusing through the aisles of my local consumer stores (Wal-Mart, Target) I find that Old Spice deodorant stands out with their slick, red, unique packaging. This is a well thought out tactical maneuver in getting young men ages 16-40 to pick Old Spice instead of say Right Guard.

A brand is a pledge and strong brands have particular associations that are unique. What makes Old Spice unique? Old Spice has a unique and fresh packaging deal going on as well as a unique brand personality that has resurrected their brand. What else can help resurrect their brand or continue to help it dominate with uniqueness? Maybe a stick of deodorant with vitamins that absorb into your skin.. who knows? We have to figure that out.

In our last blog we asked, “How did Old Spice resurrect their brand? How do they appeal to men of all ages? What should Old Spice be doing differently or in addition to their current strategy to continue this?” We need to answer these questions for the nation’s leading deodorant/antiperspirant company that controls 20% of the market.