Old Spice Newsroom

Old Spice "Mano a Mano in el Baño" Fact Sheet

Old Spice "Mano a Mano in el Baño" Fact Sheet

  • International model and icon Fabio recently embarked on a quest to become the new Old Spice Guy, debuting his very own Old Spice ads on July 20, 2011 – NewOldSpiceGuyFabio.com. His commercials, which were featured on broadcast television and online, highlight the Old Spice Fresh Collection, a line of deodorant, body spray and body wash with scents inspired by the freshest places on earth – including Fiji, Matterhorn, Cyprus, Denali and Komodo.
  • Launched on July 20, Fabio’s Website has garnered 7.6+ million video views and 2,780 comments on YouTube to date (as of 7/27/11). Highlights include:

    • More than 4.4 million viewsfor his four commercials: Fireplace, Hair, Mountain Top, and Piano.
    • To amp up his effort to be the new Old Spice Guy, Fabio released a series of videos – targeting his fans for support while also taunting original Old Spice Guy Isaiah Mustafa. The videos include Hypnotize, Lightning, Fun Times, Message in a Bottle, Two Fabios and Kite, with 775,0000+ views so far.
    • Fabio also introduced his own Twitter handle @fabiooldspices,with 7,200+ followers…and counting!
  • On July 25, 2011, Fabio issued a video challenge to Old Spice Guy Isaiah Mustafa to meet up to determine who the “Best Old Spice Guy” is.  Always up for an adventure, watch here for Old Spice Guy Isaiah Mustafa’s response and official announcement of Mano a Mano in el Baño – bringing the two icons together for an epic online battle.
  • Mano a Mano in el Baño culminated today, following two and a half days of ridiculous action (see battle rules here). When tuning in, fans not only received near real-time updates, but they also submitted their comments or challenges to their preferred Old Spice Guy. They also followed along via Twitter by watching for messages from @oldspice (Isaiah Mustafa) and @fabiooldspices (Fabio).
  • To date, Mano a Mano in el Bañohas generated 40,000 mentions on YouTube, Twitter and Facebook, reaching more than 40 millionunique people online (as of 7/27/11).
  • Isaiah Mustafa and Fabio filmed nearly 100 videos, highlights include:
    • Isaiah and Fabio battling it out for a staring contest
    • Isaiah and Fabio delivering their best advice on the art of love letters
    • Fabio’s ode to musician Adam Levine
    • Isaiah and Fabio’s workout advice to PX90’s Tony Horton
  • Fans ultimately deemed the original Old Spice Guy, Isaiah Mustafa, the winner, which was revealed in the Mano a Mano in el Bañofinale video, during which Isaiah sent Fabio off to a faraway land.

Old Spice Fresh Collection: Inhale the Adventure!

  • The new campaign highlights the Old Spice Fresh Collection, which comes in deodorant, body spray and body wash, and is available in the following destination-inspired scents:
  • Fiji: Smells like palm trees, sunshine and freedom
  • Matterhorn: Smells like ice, wind and freedom
  • Denali: Smells like wilderness, open air and freedom
  • Cyprus: Smells like limes, an ocean breeze and freedom
  • NEW! Komodo:Smells like exotic winds and spicy freedom

—  Old Spice Fresh Collection is infused with just the right touch of scent to leave guys feeling fresh and confident all day long. With Old Spice Fresh Collection, guys can finally experience where freshness smells from.

 — Old Spice Fresh Collection Anti-Perspirant & Deodoranthas an SRP of $4.29 for a 2.6 oz stick and comes in Fiji, Matterhorn, Denali, Cyprus scents and Komodo scents.

 — Old Spice Fresh Collection Deodoranthas an SRP of $4.29 for a 3.25 oz stick and comes in Fiji, Matterhorn, Denali, Cyprus and Komodo scents.

— Old Spice Fresh Collection Body Spray, has an SRP of $4.29 for a 4 oz canister and comes in Fiji, Matterhorn, Denali, Cyprus and Komodo scents.

— Fresh Collection Body Washhas an SRP of $3.99 for a 16 oz bottle, and comes in Fiji, Matterhorn, Denali and Komodo scents.

About Old Spice

  • Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. 
  • Old Spice offers a wide product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, after shaves and colognes. 

A Look Back: Campaign Historical Highlights

  • The "Smell Like a Man, Man" campaign was introduced to the world in February 2010, which was followed up by a second commercial and popular series of personal video responses in July 2010. Driven by unprecedented buzz and industry accolades, the campaign has become a pop culture phenomenon that continues today. To date, highlights include Old Spice becoming the most watched sponsored YouTube channel, winning an Emmy for Outstanding Commercial and taking home nine Cannes Lions awards.
  • The first spot – called “The Man Your Man Could Smell Like” – debuted on February 8, 2010. It received as much buzz as some of the most popular Super Bowl spots, despite not airing during the game. Currently, it has been viewed more than 33 million times … and counting.
  • In July 2010, Old Spice and Isaiah Mustafa returned with the "Questions" spot and popular personalized video responses, which took the internet by storm and continue to be buzzed about even six months later.
  • “Responses” have been viewed over 70 million times, making it arguably the largest and fastest-growing viral video campaign of any brand in history
  • While we received thousands of questions for the Old Spice guy, we were able to post186 customized video responses
  • Interactions with celebs and influentials like Alyssa Milano, Perez Hilton, Ashton Kutcher, Demi Moore, GQ, Gizmodo, Huffington Post, Twitter’s Biz Stone, Digg’s Kevin Rose, Guy Kawasaki, Ellen, Justine Bateman, George Stephanopoulos and Christina Applegate.
  • Since its online debut, "Scent Vacation" has received more than 5.6 million views on YouTube.
  • In February 2011, Old Spice and Isaiah Mustafa returned with a new campaign to introduce the world to Old Spice Fresh Collection, the brand’s first destination-inspired scents.
    • The Old Spice Guy's return was officially announced via a teaser video released on Jan. 26. In the first 48 hours, the video received 448,862 views, 3,086 likes and 789 comments on YouTube.
    • Anchored by the "Scent Vacation" spot. Old Spice's new campaign garnered 3.4 million views in its first week (aggregate of I'm Back, Super Fan teaser, JibJab video and Scent Vacation), compared to 2.1 million views for SLAMM 1 and 2.5 million views for SLAMM 2 (Source: Visual Measures).