Old Spice guy wins out over Fabio
FILE - In this file video grab from an Old Spice advertisement provided by Procter & Gamble Co., shows ex-football player Isaiah Mustafa. The Old Spice Guy has won his hunk-off with Fabio. (AP Photo/Procter & Gamble Co., file)
In this publicity image released by Old Spice, Italian model Fabio, left, arm wrestles with former American football player Isaiah Mustafa during a press event for Old Spice in Los Angeles, Thursday, July 28, 2011. Mustafa has been lead spokesman for the Procter & Gamble Co. brand of men's body washes and deodorants for nearly two years, starring in a popular series of marketing campaigns relying heavily on YouTube, Twitter and other social media. Now, he has held off a playful effort by the Italian model to become "the new Old Spice Guy." In a series of videos culminating Thursday, the muscular pitchmen dueled in tongue-in-cheek challenges from one another and viewers. (AP Photo/Old Spice, Susan Goldman Photography, handout)
FILE - In this Aug. 28, 2000 file photo, actor and model Fabio arrives in Santa Monica, Calif., for the premiere of "My 5 Wives." Italian model Fabio is trying to muscle in on Isaiah Mustafa as the front man for Procter & Gamble Co.'s Old Spice line of men's body wash and deodorant. The Old Spice Guy has won his hunk-off with Fabio. (AP Photo/Kim D. Johnson, file)
CINCINNATI >> The Old Spice Guy has won his hunk-off with Fabio.
Former football player Isaiah Mustafa has been lead spokesman for the Procter & Gamble Co. brand of men’s body washes and deodorants for nearly two years, starring in a popular series of marketing campaigns relying heavily on YouTube, Twitter and other social media. This time, Mustafa held off an effort by the Italian model to become “the new Old Spice Guy.”
In a series of videos culminating Thursday, the muscular pitchmen dueled, responding to challenges from one another or viewers. They held staring and whistling contests, bantered and offered advice on workouts and writing love letters.
P&G said Mustafa won based on consumer feedback such as “likes” and online comments.
The Cincinnati-based consumer products maker reports earnings Aug. 5.
