11 Brands That Are Killing It on Social Media

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9. Old Spice

Old Spice used to be known as that aftershave that everybody’s grandpa uses. Nobody under the age of, say, 60, would have ever considered buying Old Spice for themselves. But then something happened. More specifically, someone happened — the man who we came to know as Old Spice Guy.

You remember him … shirtless, on a white horse, the one who told wives and girlfriends to “look at your man, now back to me, now back to him,” promising that their men could smell like him if they’d switch to Old Spice. We now know that Old Spice Guy’s real name is Isaiah Mustafa, and being Old Spice Guy, also known as The Man Your Man Could Smell Like, made him famous. He became the center of an entire marketing campaign built around that character, and it was all over YouTube. And it made Old Spice popular with a younger crowd, which is kind of important if you want to stay in business.

Since then, Old Spice has produced similar ads featuring Terry Crews, another muscley, masculine guy who looks great with his shirt off. Lately, Old Spice has partnered with men like Von Miller and Cameron Wake. Much like the ads featuring Mustafa and Crews, the ads starring Super Bowl MVP Miller are intentionally cheesy. And, yes, he’s shirtless. Cameron Wake, on the other hand, is taking a more serious approach. He’s worked with Old Spice on special Q&A videos hosted on the Periscope live streaming platform, and Old Spice recently sent Wake back to his high school in Miami to speak to students. The trip was part of Old Spice’s efforts to honor some of the hardest working players in the NFL.