When Old Spice came out with the “Smell like a Man” advertising campaign, the goal was to _____ the brand from one that appealed to older men to a new, younger target market.

Question

BlackTom AI · Accepted Answer

In this question, we’re looking at a branding campaign strategy for Old Spice and the specific goal described.
Option 1: 'update' – This term suggests making minor or cosmetic changes rather than shifting the overall meaning or market focus. While updating can be part of a campaign, it does not fully capture a strategic repositioning to a different demographic.
Option 2: 'adapt' – To adapt implies adjusting to fit new conditions, but it is broad and could refer to various changes. It doesn’t explicitly convey altering the brand’s position in the market or audience.
Option 3: 'transfer' – This would indicate moving something from one context to another, which is not a standard way to describe changing a brand’s target audience or market position. It’s not the typical marketing terminology used for audience strategy.
Option 4: 'reposition' – Repositioning is the deliberate act of changing how a brand is perceived in the minds of consumers, often to attract a new target market while maintaining core identity. In this case, Old Spice aimed to shift from appealing to older men to a new, younger target market, which aligns exactly with repositioning the brand.
Therefore, the correct interpretation is that the campaign sought to reposition the brand, redefining its position in the market to attract a younger audience.

Essentials of Marketing (H) - Syracuse University MAR301 - 3 - Montenegro - Preparatory Academy - 1st Semester - 2025/2026 Unit 4: Product and Price Decisions Exam

When Old Spice came out with the “Smell like a Man” advertising campaign, the goal was to _____ the brand from one that appealed to older men to a new, younger target market.

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Essentials of Marketing​ (H) - Syracuse University MAR301 - 3 - Montenegro - Preparatory Academy - 1st Semester - 2025/2026 Unit 4: Product and Price Decisions Exam

When Old Spice came out with the “Smell like a Man” advertising campaign, the goal was to _____ the brand from one that appealed to older men to a new, younger target market.

View Explanation

Log in for full answers

Similar Questions

The strategy in which marketers change a brand's focus to target new markets, or realign the brand with changing market preferences, is known as Blank ______.

Question at position 10 A marketer that wants to improve a brand’s fit with its target segment or boost the vitality of old brands would most likely use a ________ strategy. brand repositioning brand consolidation brand awareness brand licensing brand dilution

Which of the following statements is FALSE?

What is one of the risks or pitfalls that can occur when a product or service is repositioned in the market?

How did P&G reposition its strategy for Bounty?

What was the main factor that made Olay's repositioning successful?

In a consumer society, many adults channel creativity into buying things

More Practical Tools for Students Powered by AI Study Helper

Making Your Study Simpler

Essentials of Marketing (H) - Syracuse University MAR301 - 3 - Montenegro - Preparatory Academy - 1st Semester - 2025/2026 Unit 4: Product and Price Decisions Exam