Brands try to latch on to viral momentum all the time. Taco Bell recently airlifted a taco truck and 10,000 Doritos Locos tacos to a remote Alaskan town when a prankster put up fliers saying Taco Bell was coming to town—and they made two commercials out of it.

But in a move we haven’t seen before, Old Spice, possibly looking to take Taco Bell down a peg or possibly looking to spark a whole new kind of viral momentum, started a Twitter war with the Bell over false advertising. Check out the following exchange from two days ago:

Hilariously, Old Spice’s new slogan describes their scent as “the scent of courage,” which is most certainly not made from testosterone and extracts from adrenal glands.

So far the Twitter beef doesn’t seem to have exploded, but we think it’s got potential as the next wave of viral marketing. Check out Old Spice’s latest “scent of courage” spot below.