At Septemberfest 2024, Innovation Leo Burnett and Old Spice joined forces to deliver a high-energy activation that brought Old Spice’s bold identity to life in an unforgettable way. This immersive experience, “Strength in Scent” invited festival-goers to step up to the challenge with a 15-second pull-up competition, creating a captivating spectacle that celebrated Old Spice’s essence of strength, masculinity, and confidence.
The activation encouraged friendly rivalry and drew enthusiastic crowds as participants tested their endurance to outlast their competitors. Winners of each round were invited to fish for branded balls in a paddling pool, where prizes included Old Spice’s signature products: Shower Gel, Deo Gel, and Deo Stick. For the top performer, a complete Old Spice grooming set awaited, bringing extra excitement to the experience.
Through this memorable, hands-on engagement, we reinforced Old Spice’s brand values and allowed participants to connect with the brand in a powerful, authentic way. The “Strength in Scent” activation left festival-goers not only energized but also with a refreshed sense of confidence—perfectly aligned with Old Spice’s mission to empower. As the brand left its mark on Septemberfest, our team at Innovation Leo Burnett is proud to have created an activation that so effectively merges brand essence with audience impact, further solidifying Old Spice’s resonance with today’s consumers.
