When the Old Spice brand announced that Fabio would be replacing Mustafa, the outcry was instantaneous. Was the Old Spice brand going to end up like The Gap and quickly backtrack when customers on social media screamed loudly enough?
Not so fast. It was a set up from the beginning—a set up perfect for generating buzz and involving fans. Fabio has issued this challenge on “the internets” for a duel with the “old new Old Spice guy” against him, the “new, new Old Spice guy.”