A good example of a company that used a repositioning strategy is Old Spice. The brand was originally viewed as something for older men, but they changed their image to appeal to younger guys. In 2010 they launched their "Smell like a Man, Man" campain with funny commercials featuring Isaish Mustafa. This made Old Spice very cool and popular amongst the younger people. This boosted their sales and changed how people view the brand. Old Spice's repositioning was successful, boosting sales and making the brand popular with younger people. However, they could’ve balanced their new and younger image with keeping their older customers and expanded their product range to keep the momentum going.