Old Spice Gives Site E-Commerce Spin

In a test of brand power, Procter & Gamble’s Old Spice hopes to entice visitors to its Web site with the lure of merchandise.
 
The brand recently began selling Old Spice T-shirts, flasks, caps and, even, beer koozies on oldspice.com. The merchandise is all inspired by brand imagery. T-shirts and belt buckles, for example, feature the iconic Old Spice ship logo. T-shirts run $15-20. An Old Spice beer koozie can be had for $2. One of the more unusual items is a $25 newsboy hat.
 
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