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 SpiceBrand owner: Procter & GambleAgency: Mediacom RomaniaMarket: RomaniaSector: Deodorants, anti-perspirantsMedia channels: Gaming & in-game advertisingBudget: Up to 500k

Executive summary

The male deodorant category is extremely...