Old Spice: The unfair advantage

Old Spice, a deodorant brand, used a game to promote its product to young men aged 14 - 29 in Romania.

Campaign details

Brand: Old Spice Brand owner: Procter & Gamble Agency: Mediacom Romania Market: Romania Sector: Deodorants, anti-perspirants Media channels: Gaming & in-game advertising Budget: Up to 500k

Executive summary

The male deodorant category is extremely competitive with multiple brands vying for attention. During the pandemic the challenge grew as use of the category dropped due to Covid social distancing and isolation requirements.