Old Spice is appealing to young consumers with a new brand mascot. Fun brand mascots made for super entertaining marketing moments on social media last year. Now, as part of their “Smelf-Confidence” campaign that leans into musical theater tropes, Old Spice is introducing Swaggy Spice, “an anthropomorphized stick of the Procter & Gamble brand’s deodorant.” Fans of Old Spice can witness Swaggy Spice in their new ad spot, a Broadway-style show tune showing how Old Spice can give men a confidence boost. Making its official debut in time for the Super Bowl, Swaggy Spice will be dishing out samples, interacting with fans, and appearing with celebrities. (Marketing Dive)
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