AdFreak

Old Spice Tags WWE to Unleash Its NightPanther Scent in New Fully-Loaded Campaign

The partnership tells the story of Joseph Average across a sprawling slate of content

OldSpice_02192021hm_0785 — The story of Joseph Average will be told across six vignettes, four WWE-customized commercials and a robust social media campaign.Old Spice

By Shannon Miller

March 23, 2021

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High energy, eccentricity and over-the-top personalities have served as some of the guiding elements of every classic Old Spice ad. So when the P&G brand decided to go big for the rollout of its newest scent, NightPanther, it turned to the one place that could match its supercharged ethos: the WWE.

Shannon Miller

Shannon Miller is Adweek's creative and inclusion editor and host of the Adweek podcast "Yeah, That's Probably an Ad."

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