Following the success of its YouTube -based video response campaign last June, P&G-owned men's hygiene brand Old Spice decided to revisit the concept this summer with the help of Italian heartthrob Fabio.
The effort revolved around an online duel between Fabio and existing "Old Spice Guy" Mustafa Isaiah, and appears once again to have captured the imagination of consumers.
Though the "Mano a Mano in el Baño" campaign update might not have garnered as much attention as the original initiative, the approach from Old Spice and its agency Wieden + Kennedy appears to be "if it ain't broke, don't fix it." According to Old Spice, campaign highlights as of August included:
Upcoming Webinar: PPC Pause and Reflections for 2013
Thursday, December 12 - 2013 was a major turning point in search advertising. With Google's Enhanced Campaigns and Bing's innovative Smart Search capabilities in Windows 8.1, now is a great time to pause, reflect, and plan for the new year.
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Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
December 12, 2013
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