P&G's Old Spice wins younger buyers

10/25/2004 | Bloomberg Businessweek

Procter & Gamble has successfully revamped the Old Spice brand by targeting younger men, a move that has made the brand the number one men's deodorant and antiperspirant. P&G successful play for younger buyers included marketing to them at the "grassroots" level, such as at skateboarding events and in locker rooms.

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