The hottest news about brands and social media is all about Old Spice
At the end of the day, ROI has to be the main test. The challenge for the campaign is enormous, for most buyers the ranking for Old Spice could jump 20 places and still not make the consideration set. I think the ads are interesting but I was a user of Old Spice in the 1970s and I am about as likely to start using Old Spice again as to start wearing the bright purple loons I used to wear (no, I did not look good in them even then).
However, I have a hunch that it will eventually produce ROI, not with older white men in the US, but with other groups and in particular other markets.