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Cementing Old Spice as the number 1 brand of body wash for men.
How did they do it? Just watch.

I think we can cleanly say Old Spice has won this game... even though they were a little late to the game.

Successful Man Cleaning and Grooming Internet Campaigns:
2010 – Old Spice
2008 – Axe Detailer
2006 – Philips Body Groom