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:
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
March 19, 2014