Has Old Spice Been Discontinued?

old-spice-discontinued Credit: Bennett/CC-BY-SA 2.0

Old Spice has not been discontinued, as of 2015. The original Old Spice scent that has been around since the 1930s has been repackaged and renamed "Old Spice Classic," while the company has begun to produce a number of other scents.

In the 2000s, Old Spice underwent somewhat of a brand crisis, as other brands, notably AXE, had begun to make inroads into the market for younger men. These younger consumers began to see Old Spice as a brand only worn by older men, such as their fathers and grandfathers. In response, the company inaugurated its "SWAGGER" campaign in 2008, which introduced a number of new scents and featured more aggressive marketing that has successfully appealed to these younger consumers.