Old Spice teamed up with Snap Inc. to create seven unique augmented reality experiences—one for each of the seven characters in the deodorant brand’s recently redesigned “Wild Collection.”
The redesign is part of Old Spice’s “Smell Ready for Anything” campaign, which kicked off earlier this year with the aim of helping men manifest their own greatness with the confidence provided by long-lasting scents from Old Spice.
Snapchatters can scan each deodorant in the “Wild Collection” and see the respective characters come to life, highlighting their personalities and encouraging viewers to find their tribe.
The first two redesigns in the collection, Bearglove and Krakengard, rolled out exclusively at Walmart during the holiday shopping season.
The “Wild Collection” is now available at retailers nationwide, and Snap said the campaign has resulted in an average playtime of six times above benchmarks and share rates of more than five times above benchmarks.
Retailers including H-E-B, Meijer and Walmart are also featuring in-store displays with a Snapcode that unlocks a unique portal lens () experience, which features dedicated rooms for each Old Spice line—Dynasty, Fresh, Swagger and Wild—for Snapchat users to explore in AR.
Snap creative strategist Jazmin Burrell said in a statement, “Old Spice understands the power of discovery. As a brand, it is not afraid to take risks and explore innovation while staying true to its iconic identity—and we wanted to bring that same essence of discovery to life through AR on Snapchat.”
