CINCINNATI — (AP) - 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.