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 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.
As all players in the category were fighting over a smaller market, Old Spice was looking for ways to grow relevancy among teens and young adults, strengthen its preference...