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Scent of success? Old Spice debuts Mr. Wolfdog

  • New video features a wolf as Old Spice's marketing director
  • This is part of the promotion for the Old Spice Wild Collection
  • How does Old Spice get viral marketing so right?
Scent of success? Old Spice debuts Mr. Wolfdog

In 2010, Old Spice proved that it knew just the right nerve to strike when it came to appealing to an Internet full of young, impressionable dudes. The solution? Old Spice guy, a handsome, buff dude wrapped in a towel with one of those glossy smiles you only see in magazines. That video has nailed 44 million views on YouTube so far, and it'll surely keep climbing. Dozens of new installments followed, a sign of success. Mission accomplished.

Now the clever company has unveiled their newest marketing ploy: Mr. Wolfdog, who is apparently the chief director of marketing. Although he's only been around for about half a day, the guy's already got his own Twitter and Tumblr account. Plus, he's already doling out advice on how to operate your office computer. The introductory video has almost 18,000 views already. Prediction: He's going to be Internet-famous in about one week.

In a business landscape where everyone is trying to figure out the secret to viral marketing, Old Spice seems to have it made. But with so many marketing attempts out there to tap just the right reaction, the market seems to be infinitely flooded. What is Old Spice doing right that so many others businesses are missing the mark on?

The key: the courage to be ridiculous. The same sense of silliness that Reddit users pursue every day pervades all of Old Spice's videos, mixing everyday situations such as the shower or the office with inane touches like a wolf in a suit or a ridiculously handsome man politely bragging about his own good looks (ridiculously handsome meme, anyone?). It's kind of like the same vibe we saw in that one hilariously silly Korean pop song -- oh, you know the one.

Whoever's in charge of marketing at Old Spice headquarters gets it, and it's working. Oh, wait. A dog is in charge. Giggle your way to the body wash aisle, why don't you?

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