Old Spice : repeating success in the face of competitive threat / Derek D. Rucker & Mauricio O'Connell.

Format:

Book

Author/Creator:

Rucker, Derek D., 1977- author.

O'Connell, Mauricio, author.

Series:

SAGE knowledge. Cases.

SAGE Knowledge. Cases.

SAGE knowledge. Cases

Language:

English

Subjects (All):

Brand name products--Case studies.

Brand name products.

Branding (Marketing)--Case studies.

Branding (Marketing).

Procter & Gamble Company.

Men's toiletries--Case studies.

Men's toiletries.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations (black and white, and colour).

Place of Publication:

[London] : SAGE, 2016.

System Details:

text file

Summary:

In 2009-2010 Procter & Gamble's Old Spice brand had to respond to two important challenges. First, after a successful rebranding of the Glacial Falls scent into Swagger, Old Spice's core brand team had to determine its next step in advertising. The options being considered included continuing to advertise Swagger, switching to advertising a different scent, advertising the umbrella brand, or placing an emphasis on body wash instead of on deodorant. This decision also involved proposing both the messaging and the media buy for the option selected. Second, in conjunction with this issue, the brand team had to decide whether the messaging of its advertising should respond to competitor Unilever's new advertising for Dove for Men. This case study discusses these issues.

Notes:

Originally Published in: Rucker, D. D., & O'Connell, M. (2014). Old Spice: Repeating Success in the Face of Competitive Threat. 5-313-508. Evanston, IL: Kellogg School of Management, Northwestern University.

No ILL or scholarly sharing allowed.

Description based on online resource; title from home page (viewed on April 29, 2016).

ISBN:

9781473971011

OCLC:

1017711094

Access Restriction:

Restricted for use by site license.