Old Spice worked with Netflix to create a limited-edition scent collection based on themes from the hit show, “The Witcher.”

Old Spice worked with Netflix to create a limited-edition scent collection based on themes from the hit show, The Witcher. Igniting fan interest via an Old Spice “Ode to Smell” commercial where the series’ characters consider whether deodorant might cure some of their ills, P&G’s Old Spice and Netflix are making a play for the show’s fandom with new scents while generating conversation in places where The Witcher fans tend to hangout (a.k.a. online). Old Spice will launch the “Ode to Smell” commercial on Critical Role—a livestreamed show focused on Dungeons & Dragons—and is launching a custom chatbot (with a personality inspired by Jaskier, the poet character in The Witcher) on Reddit via R/SmellyBardBot. And to make the Old Spice x The Witcher tie-in more fun, scents based on Witcher themes (like “Smell of Surprise” and “Yennefer’s Underarm”) are coming to the Old Spice portfolio for fans to win through a trivia contest at OldSpice.com/Witcher. Since Netflix doesn’t run ads, going to online channels where The Witcher fans are already active is one way the streaming service and Old Spice are getting creative with how they advertise to viewers, while engaging with them via an exclusive product drop. YPulse’s Clicking on Community trend research shows 19% of Gen Z and 23% of Millennials are part of an online group focused on a TV series. (Variety)