The ironic-masculine Old Spice campaign "The Man Your Man Could Smell Like" produced my favorite advertisement from last year. But it didn't move Old Spice bottles in retail stores. In fact, sales have dropped 7% since the campaign started. Jezebel asks why and comes up with a surprising and smart answer:

The Old Spice ads were so successful in raising brand awareness that no dude wanted to have a bottle of the stuff in his shower. The funny ads actually gave the product embarrassing or negative connotations.

Read the full story at Jezebel.