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"Did the Old Spice campaign really work?" has become modern marketing's version of "Who lost China?" Camps are firmly
established, and facts are selectively deployed. Old Spice says it's
ecstatic with the results, and most independent analysis appears to back them up. Until now, Old Spice agency Wieden + Kennedy has generally stayed out of the effectiveness debate. But now the shop has released a video case
history of the campaign, shown below, explaining how it sought to reach women and
men simultaneously.
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