Anthropology blog posts on the rehabilitation of brands with previously very stale reputations. Classic 'Old Spice' is used as an example. I always thought that they had to remove the 'Old' word to make this work. I was wrong. They did ditch the sailor ditty.The current ads for this old spice are very quirky and don't appeal to me at all. Though they have apparently attracted the male youth market. In an earlier day it was considered a joke for males to put on anything that had an aroma. Neurons have been re-reprogrammed.
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