OLD SPICE “SMELLCOME TO MANHOOD” TOUR KICKOFF
Procter & Gamble tapped The Dana Agency to launch the brand’s nationwide “Smellcome to Manhood” tour in Miami. The Dana Agency joined forces with the “Old Spice Guy,” spokesperson Isaiah Mustafa, to coordinate and promote eye-catching, head-turning presentations at each school, involving student ambassadors to build buzz in advance.
Hundreds of students attended, asking questions, engaging in product giveaways and requesting selfies with Mustafa. The media outcome resulted in a heavily attended press conference, substantial media impressions and social media buzz that was off the charts during the South Florida stop of the tour.