In all fairness to the team behind this, they're obviously trying to cross the product over into a new demographic. If Old Spice's existing demographic is dying

In all fairness to the team behind this, they're obviously trying to cross the product over into a new demographic. If Old Spice's existing demographic is dying off, there can be a huge payoff if they succeed in making it hip and ironic. Remember the Black Label campaigns in the 90s? That succeeded in turning a moribund beer brand into a hip brand. It's worth swinging the bat a few times over the next five years to see if they can do something with Old Spice.