Old Spice Red Zone body spray.

Advertising deconstructed.
Sept. 27 2004 1:46 PM

Smells Like Teen Spirit

Old Spice Red Zone body spray: slick product, humble approach.

(Continued from Page 1)

Grade: B+. Wait, you say, this is all well and good, but I've never used a body spray in my life. I'm not even sure what it's for! Pitching me a body spray in a straightforward, realistic way … will still not get me to buy a body spray.

Well, that's because you're over 24, Grandpa. And the sad truth is these brands have given up on you. "Guys past 25 are pretty set in their regimen," says Stealey. "Although some older guys would still like to be in the 12-24 range. And these ads will still speak to them."

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