No brand is having as much of an identiy crisis as Old Spice

We're Old Spice. We're the same old-fashioned brand that your grandfather used, with the same traditional fragrances.

No, we're Old Spice. We're hip and ironic and modern.

We're Old Spice. We're a luxury brand that costs frickin' $20 per bottle.

No, we're Old Spice. We're a basic, unfussy all-in-one brand that you can buy at Dollarama. (These ones were at Shopper's Drug Mart, but I've seen them at Dollarama.)

We're Old Spice. We're a rustic-themed brand that reminds you of camping in the woods, or perhaps a remote mountain.

No, we're Old Spice. We're a high-tech brand with transparent bottles, and whatever "Hydro-Wash" is. (It appears to be something stripey.)

These photos were all taken at the same Shopper's Drug Mart.