I 'm still in love with www.experienceoldspice.com. Especially the testing and training sections. The questions change each time you take the test. (And Bruce Campbell certainly doesn't hurt.)
Great strategy for Old Spice to position themselves against their competition, reinforce their core customers, and - please, god - win other consumers away from Tag and AXE. A high-five for W&K: brilliant & imaginative storytelling entwined with useful facts. Very smart campaign, everyone's talking about it.
Take that, all you sleazy eurotrash AXE boys in your thick clouds of odor.
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