Do Old Spice's cross-promo ads dilute the brand?

Labeled the "brand too strong to stay in its own ad," Old Spice is flexing its well-groomed muscles with two new commercials co-branded with a pair of popular household items and directed by Adult Swim's Tim Heidecker and Eric Wareheim. In a Bounce dryer-sheet promo, Old Spice spokesman Terry Crews interrupts a housewife's laundry session by crashing a watercraft through the wall; in the Charmin video, Crews makes his impromptu appearance by emerging from the toilet.

While some comments to the videos feign fear ("zakamooza" says, "It's so epic...I'm afraid to buy it"), others admit to the genius of Old Spice's marketing team, including this confession from "rahkeemball": "i literally buy old spice only because of their commercials."

Do Old Spice's cross-promo ads dilute the brand?

 
 
 
 

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