Sugar and Old Spice

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It’s 2010 and apparently what’s new is a 73-year-old deodorant. Fresh off its Grand Prix award at the 2010 Cannes International Advertising Festival, Old Spice is now the talk of the social media town based on its “damn, I wish I’d thought of that” two-day social media blitz, where pitchman Isaiah Mustafa personally responded (scantily clad in nothing but his signature towel) to over 180 contacts who engaged “him” and/or the brand via Twitter, YouTube and Facebook comments.

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