If there's ever a brand I thought would never be (could never possibly be) cool and relevant again, it's Old Spice. Sorry, Papa, I know this stuff was hot back in the day, but I couldn't picture anyone under the age of 75 aspiring to live the Old Spice lifestyle.
Taking a cue and inspiration from Unliever's edgy marketing for Axe body stuff--I suppose--Old Spice is back with a Swagger. Will the 18-34 male demo buy it? Can a brand make itself cool again just by putting out cheeky creative? Judge for yourself.
http://www.swaggerizeme.com/
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