"I've had many men in my life who have worn Old Spice, " Ms. Teigen said.
Just consider what is arguably the most successful campaign of the past few years: The Old Spice Guy.
The smell of Old Spice in the car was thick enough to float the boat on the bottle.
The former NFL linebacker is the buffed-out (and highly caffeinated?) face of the well-known Old Spice campaigns.
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Ever since the Old Spice guy, it seems that everyone has been on a mission to make a viral video.
Some marketers, like Old Spice, seemed to have figured out a formula, even if the ad is viewed on a 2.5- inch screen.
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Old Spice Guy was then accepting questions from regular Joes and celebrities with HUGE Twitter followings that the Old Spice Guy answered in videos.
The Old Spice effort and Burger King's order-taking chicken are among the best-ever social media campaigns identified by Forbes.com and a group of experts.
The Amanikan, their 3-cabin 105-foot coastal cruiser magically infuses the romantic old spice trading-type vessel with luxurious modern amenities and proceeds slowly through the Nusa Tenggara island chain.
Daily Facials, a disposable cleansing cloth that also moisturizes skin, is an idea from the paper group--Pampers, Charmin, Bounty--and is now being borrowed by SK-II and Old Spice.
Brandweek looked at this campaign too, in a different article, and reported that sales of Old Spice Body Wash jumped 55% in the three months following the campaign.
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Gregory has gone from cutting seven-figure deals with Old Spice body spray and Pontiac (chasing a young male demographic) to finding high-minded spa and luxury advertisers (targeting the rich and famous).
Then they would help you use a two-man crosscut saw to chop off a piece of wood from a tree stump they had spray painted in red with the Old Spice logo.
Also part of the package are a Kodak camera for time-lapse capturing the inevitable weight gain of the owner, and a year's supply of Old Spice products to save those annoying and strenuous trips to the shower.
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Also, the Old Spice campaign was unprecedented.
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For example, those remarkable Old Spice "The Man Your Man Could Smell Like" commercials are wildly popular on YouTube, a fact often cited as evidence that the rules for marketing have supposedly been turned upside down by the Web.
For our money, not that we have all that much of it, the highlight of the party and definitely something we had never seen before at an event anywhere, was the Old Spice lumberjacks station with the champion crosscut team of Dave Jewett and Mike Sullivan.
As businesses see success stories like the boost in revenues Old Spice saw after the launch of its viral YouTube ad campaign (sales doubled for the company in July), news outlets have been jumping on the bandwagon of customer engagement and trying to increase circulation through sites like Facebook and Twitter.
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He wants us to inhabit the ordinariness of life, which is sometimes visionary (the Constable sketch), sometimes banal (the cup of tea, the Old Spice), and sometimes momentous (the death of a parent), but all of it perforce ordinary because it happens in the course of a life, and happens, in different forms, to everyone.
Then, owing to winemaking traditions, wines from the Old World tend to be more earth and spice driven, whereas a New World wine would be more fruit-forward.
Years ago, on my first trip to Nice, I walked the narrow, spice filled alleyways of Vieux Nice, the old quarter, and all I could think of was chicken.
The 5km circular trail leads to the 2, 000-year-old ruins of the Saharonim Stronghold, an ancient station on the Nabataean Spice Route.
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