Featuring the legendary ‘man your man could smell like’, played by model/actor Isaiah Mustafa, the campaign went on to win no less than 37 Cannes Lions awards for creativity, and cemented Old Spice’s ...

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact. Old Spice has always prided itself on depicting diverse 'Old Spice Guys' over the years.

"You show Black men but not Blackness." Old Spice has always prided itself on depicting diverse 'Old Spice Guys,' but this comment shared during research was a wake up call. The work that followed ...