Magazine : 
7 Successful Brand Comebacks
Old Spice
It was introduced in the market in 1938 and was famous among the manly men. But later the brand fell out of style so in 1990 the producer, Shulton Co. sold it out to Procter and Gamble. So Procter and Gamble changed its scent and replaced its logo of a clipped ship to a yacht and they targeted the younger audience by making a television ad featuring a corporate man (an Old Spice man) advising the youth to “Smell like a Man, Man.” This strategy worked and therefore the company started original brand naming it as “Classic Scent” and promoted it with a slogan, “If your grandfather hadn’t worn it, you wouldn’t exist.”
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