FABIO

At a time when "The Man Your Man Could Smell Like's" fame was at its zenith, we did the unthinkable. We replaced him with 90s male model Fabio. People were not please, but here's the secret - we didn't want them to be. After the Internet predictably melted down, demanding the return of their beloved spokesman, we staged an interactive Internet showdown for control of the Old Spice brand.