How looks of a brand was changed in a day - Old spice guy

Month ago, when word Old spice would have come up, I would immediately think of older men, who have put bit too too much fragrance in morning. No offense to Old spice users, but that's just how I did see the brand still month ago.
Then end of last month they pulled a trick from their pocket and gathered group of social media and advertising experts together and launched new "campaign" in YouTube and Twitter etc. First ads were funny and got lot of views on the web, but when they started to answer with video commercials to tweets almost real time, then they really hit the spot.

Here's one for example:


These ads worked at least for me. Next time I'm searching for new fragrance, I at least will check Old Spice out.

If you wanna know more how they worked it out, there's and article in ReadWriteWeb on it: http://www.readwriteweb.com/archives/how_old_spice_won_the_internet.php  

Written by +Henri Hämäläinen