Old Spice antiperspirant was repositioned from a deodorant your grandfather might use to a strong, hip antiperspirant through commercials that showed the target market of 18 to 30 year old men advocating its use and through a money-back guarantee.P & G used this strategy with its Old Spice brand antiperspirant to

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The repositioning of Old Spice antiperspirant was done to reach a new market of 18 to 30 year old men. The commercials showed this target market promoting its use and a money-back guarantee was offered to encourage trial. This was not done in reaction to a competitor's position, to catch a rising trend, to change the value offered or to diversify its product offering.

Old Spice Antiperspirant Was Repositioned from a Deodorant Your Grandfather