How do you top the breakout success of “The Man Your Man Could Smell Like” and keep Old Spice culturally dominant in Year 2?

Internet culture isn’t about ads. It’s about ongoing entertainment. If the brand wanted to win again, it had to show up not just with a sequel, but with a spectacle.

As social strategist, I helped lead the execution of Mano a Mano in el Baño: a 3-day internet showdown between Old Spice icons Isaiah Mustafa and Fabio. We produced and distributed nearly 100 custom videos, tweets, GIFs, and responses in real time, turning the internet into our arena. The duel was designed for shareability, speed, and cultural reaction, with fans driving the outcome.