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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

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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.

Old Spice has partnered with the wrestling empire for a multiweek content series and storyline integration to support the launch of its NightPanther deodorant scent. It’s the newest entry in its Old Spice Wild collection.

Shannon Miller

Shannon Miller is Adweek's managing editor of creativity, the creator economy and DEI.

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