Old Spice: 2020 NFL Draft "Smellcome to the NFL"

Old Spice, a personal care brand, reversed its decline in the US during the COVID-19 pandemic by leveraging its long-standing partnership with the NFL.

Campaign details

Brand: Old SpiceAdvertiser: Procter & Gamble

Re-Imagining the NFL Draft: Tackling Rookies' Debut During a Pandemic

As a long-time NFL partner, grooming icon Old Spice plays an annual role at the NFL Draft to help rookies in preparation for the big stage that launches their professional careers.

But last April, the world was in the early deep throes of the pandemic and the NFL Draft was forced to go "virtual," making it impossible for Old Spice to follow the tried-and-true tactics of the past to capture share of voice during this major NFL event.

Without...

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