Old Spice had lost its position as category leader and needed to shake its musty reputation as a product for grandfathers. We helped reassert its original promise to celebrate men. Fresh packaging and a unique voice—irreverent and masculine—made the brand appeal to all types of men, and ad spots featuring Isaiah Mustafa went viral. Old Spice quickly kicked Axe, its major competitor, to the backseat, retaking the top spot for men’s deodorant.