How do you bring new life into a 75-year-old after-shave brand? Old Spice has found new relevance — and most important, a new generation of users — with fresh new scents, new products like body wash and a slick ad campaign that combined TV and social media. Isaiah Mustafa, AKA “the man your man could smell like,” makes a series of rapid-fire appeals to women, playing off the idea that women are in charge of the shopping list.
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