Yeah, bet they have some rad meetings at P&G alright. I guess we took it quite literally this time.' At P&G during briefings, we often discuss the 'mind opening why' behind a product. 'Since we are introducing a new category, the lyrics lent themselves to telling people why they need the product and the insight behind it.

Plus, the song's 'Tell me why' hook fits the brand message, right? 'So, it aligned perfectly with our message.' 'We wanted a band that have a presence beyond nostalgia, and they are having a moment right now with multiple generations thanks to social media,' Lobatón says. OK, that's clear-and fresh! But why BSB specifically?

'And when we were looking for something that would resonate with our target, we realized there were certain pieces of vintage clothing that made sense, like band T-shirts.'

'In most cases, your favorite clothes are something you don't want to get rid of-specially not because of malodor,' Daniel Lobatón, CCO at Saatchi NY tells Muse. But that BSB tour shirt doesn't smell like skunk anymore.

Tell me why song backstreet boy