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Old Spice, a deodorant brand, used a game to promote its product to young men aged 14 - 29 in Romania. The male deodorant category is extremely competitive with multiple brands vying for attention.
But, what if I said to picture the Old Spice guy? You'd likely think back to a recent commercial with Mustafa talking about how good the deodorant makes him smell, and he tends to lose his shirt ...