Is the "Old Spice Guy" campaign selling product?

08/4/2011 | Advertising Age (tiered subscription model)

"Old Spice Guy" Isaiah Mustafa remains the biggest viral-video draw around, with the brand's latest campaign bagging more than 17 million views last week, but the sales record for the brand is a little more mixed. Sales have declined since last summer, although that can be explained in part because the brand is offering less dramatic discounts than it was a year ago, Jack Neff writes. Yet Old Spice is still outperforming its competition. "[A]ny way you cut it, Old Spice is the leading men's brand now. ... Mr. Mustafa must get credit for some of that," Neff writes.

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