The internet is still abuzz with talk about Old Spice’s social media coup last week, but the truth is, those ads didn’t result in actual sales.

In fact, sales for the Old Spice Red Zone After Hours Body Wash have fallen by 7%, according to SymphonyIRI. This comes despite the Wieden + Kennedy commercials picking up a prestigious Cannes Lions award and racking up 12.2 million hits on YouTube.

Just last week, Isaiah Mustafa returned to our browsers in Old Spice’s viral social media campaign. More than 200 improvised videos were filmed in response to fans’ Twitter requests and questions; and there was even a marriage proposal thrown in the mix.

So, for drumming up attention, these ads and that viral campaign couldn’t have done it any better—even celebrities had some fun in the game. All Old Spice needs to do now is translate that buzz into cold hard cash.

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