Given the current state of affairs that's not such a bad idea if done correctly.

I just saw a piece on MSNBC reporting that despite the viral nature of Old Spice's recent campaigns and popularity, they are down 7% in sales. Bummer.

"According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent."

http://adweek.blogs.com/adfreak/2010...re-up-107.html

So some reports say sales are down and some say sales are up.

The ones that say sales are up were supplied to by Old Spice after articles starting surfacing that sales were down 7%.

Hmmmm?

I still say the ads didn't accomplish what they needed to, and that was to reinvent the brand for a new generation. If this was a NEW product, the ad campaign would have been a huge success. But Old Spice already had near 100% name recognition, what they needed was a new image, and I'm not sure if the ads did that.