Old Spice and Netflix recently joined forces to launch a new line of deodorants alongside an ad campaign that promotes the lastest series of 'The Witcher,' that premieres on December 17th. The new marketing scheme is titled 'Ode to Smell' and was co-produced and co-funded by the aforementioned brands.
It features the show's councilman character, a character who sings a shanties-like ditty about how bad everything smells in the medieval world before being told a grim prophecy from a wizard. "B.O., B.O., nothing we do will make it go," states the song in the commercial. "Old Spice does not yet exist, so everyone smells quite awful." The collaboration offers six new scents in total.
Through its integration with the Dungeons & Dragons live streaming show "Critical Role," Old Spice is supporting the creative across film, online video, and social channels.
Streaming Series Deodorants
Old Spice Joins Forces with Netflix to Launch 'The Witcher' Collab
Trend Themes
1. Streaming Series Deodorants - This collaboration shows the potential for creating limited-edition deodorants with different streaming series and movies to attract younger generations who are interested in pop culture and streaming.
2. Cross-industry Collaborations for Ad Campaigns - The 'Ode to Smell' campaign is an example of cross-industry collaborations that draw attention to brands and create unique products through joint funding and cooperation.
3. Brand Messaging Through Characterization - The use of a character from 'The Witcher' series in the commercial effectively communicates the brand's messaging through humor and relatability.
Industry Implications
1. Beauty and Personal Care - The collaboration between Old Spice and Netflix highlights an innovative opportunity for beauty and personal care brands to explore cross-industry partnerships to attract younger audiences.
2. Streaming Services - This collaboration is an example of how streaming services can utilize product placement as an additional revenue stream while creating unique experiences for their viewers.
3. Advertising and Marketing - This cross-industry collaboration and advertising campaign demonstrate the potential for using humor and storytelling to create more engaging and effective advertising and marketing campaigns.