Old Spice: 2020 NFL Draft "Smellcome to the NFL"

Old Spice, a personal care brand, reversed its decline in the US during the COVID-19 pandemic by leveraging its long-standing partnership with the NFL.

Campaign details

Brand: Old Spice Advertiser: Procter & Gamble

Re-Imagining the NFL Draft: Tackling Rookies' Debut During a Pandemic

As a long-time NFL partner, grooming icon Old Spice plays an annual role at the NFL Draft to help rookies in preparation for the big stage that launches their professional careers.