Old Spice: Repeating Success in the Face of Competitive Threat

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After reading, analyzing, and discussing the case, students should be able to:

  • Ask critical questions to help decide among multiple advertising strategies

  • Describe issues for a brand that relate to managing advertising across its portfolio

  • Understand how competitive behavior can affect a brand's decision



Rucker, D. and O'Connell, M. (2017), "Old Spice: Repeating Success in the Face of Competitive Threat", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000240

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