When Old Spice realized it was seen as “your grandfather’s cologne,” the brand faced a choice: fade into obscurity or reinvent how it connected with people.
In 2010, Procter & Gamble launched a bold campaign that changed everything. Instead of relying on old stereotypes of rugged sailors and pipe-smoking men, the new Old Spice introduced a confident, humorous spokesman—“The Man Your Man Could Smell Like.” The ads went viral, the packaging was refreshed, and suddenly Old Spice wasn’t just for grandfathers. It became the body wash of choice for a new generation.
The product didn’t change—it was still soap. But the way it was presented did.
The company asked, Who are we trying to reach? What do they care about? How do we introduce ourselves in a way that connects?
And that’s a question the Seventh-day Adventist Church must ask, too.
The Same Gospel, a Changing Audience
The message of Jesus hasn’t changed in two thousand years. The gospel is timeless. But the people we are trying to reach—and the culture they live in—change constantly.
We live in a world shaped by technology, social media, and a constant flood of information. People are searching for meaning, but they’re also skeptical of institutions and organized religion. Many are open to spirituality but wary of church.
That doesn’t mean they aren’t interested in Jesus—it means we may need to reexamine how we’re introducing Him.
Paul modeled this kind of adaptability when he wrote, “I have become all things to all people so that by all possible means I might save some” (1 Corinthians 9:22). He never changed the message, but he changed his methods to meet people where they were.
Rethinking Our “Packaging”
Every brand knows presentation matters. If Old Spice had kept the same dated look and tone, younger generations would’ve never given it a chance. In the same way, the Church can’t expect the next generation to connect with a faith presented in outdated ways.
We don’t need to rebrand Jesus—but we may need to reintroduce Him.
Here are a few ways we can “refresh the packaging” of our witness without changing the gospel:
1. Social Media as a Ministry Tool
Scrolling through social media, people are constantly asking questions—sometimes out loud, sometimes silently: Am I enough? Does my life matter? Is there hope?
Instead of just promoting events, what if our church pages answered those questions with hope-filled posts, short devotional videos, or real testimonies from members?
For example, a believer in Olathe, Kansas, began a daily 40-day Bible study on Facebook after feeling led to preach beyond the traditional pulpit. Participants — including non-members who joined at 5 a.m. — engaged with God’s Word and even shared health insights, leading one woman, Marlene, to improve her welfare and make a commitment to be baptized.”
The platform changed, but the message remained the same: Jesus saves.
2. Community Over Ceremony
Churches that are thriving in today’s culture are finding ways to be present in their communities beyond Sabbath morning. Instead of waiting for people to come to church, they’re going where people already are.
Churches in Mid-America are finding creative and relevant ways to connect with their neighbors. For example, the Northside SDA Church in St. Louis hosted a Kids Bash Health Fair to promote wellness and build community relationships among families. In Denver, the Park Hill Church organized a block-party-style outreach and health-focused event to meet real community needs and foster lasting connections. And as part of Pentecost 2025, congregations across the region have engaged in practical service initiatives—like health clinics, mentorship programs, and community workshops—to show Christ’s love and open doors for spiritual conversations.
When Jesus met people, He often started by addressing their immediate needs—healing, hunger, or loneliness—before inviting them to follow Him. The method was compassionate and personal.
3. Speaking the Language of Today
The words we use matter. Sometimes we use church language that outsiders don’t understand—phrases like “vespers” or “fellowship luncheon.” They’re fine among believers, but to someone new to faith, it can sound like a different language.
Being thoughtful about our words—whether online, from the pulpit, or in conversation—helps people see Jesus clearly instead of getting lost in translation.
4. Worship That Bridges Generations
Music has always reflected culture. Just as hymns once made faith accessible to people who couldn’t read, today’s praise songs and creative worship elements can reach hearts that might never pick up a hymnal.
The goal isn’t to please everyone, but to make sure everyone feels welcome in God’s house. Sometimes that means mixing the old with the new—pairing a timeless hymn with a modern chorus, or using testimonies and visuals that help people connect emotionally and spiritually.
Jesus First, Then the Denomination
Our goal isn’t to “sell” our denomination—it’s to help people meet Jesus. Once they know Him, they’ll naturally be curious about what we believe and how we live.
When we lead with Christ—His compassion, His power, His forgiveness—people are drawn in. When we lead with church programs or debates, we risk pushing them away.
It’s not about watering down truth. It’s about presenting truth in a way that people can recognize and receive.
A Call to Reevaluate
Old Spice didn’t change the soap—they changed the way they introduced it. Maybe the Church needs to do the same.
We’re not selling a product; we’re offering a relationship. But even relationships need good introductions.
If we want people to see Jesus clearly, we must be willing to evaluate the way we’re sharing His story. The “Old, Old Story” is still the best news the world will ever hear—it just needs to be told in ways that connect with the world we live in now.
Because at the end of the day, our goal isn’t to preserve a brand.
It’s to win hearts for Christ.
By Hugh Davis (with AI-assisted research and drafting)
