Old Spice and Netflix crafted a fragrant collaboration by infusing Old Spice into the Witcher universe, resulting in the limited edition "The White Wolf" product across retailers in Europe. To maximize the launch, Old Spice created an immersive zone at The Witcher's third season premiere in Poland, blending both worlds uniquely.

The initiative aimed to boost awareness and stimulate discussion about the collaboration, while also appealing to The Witcher’s dedicated fanbase. The challenge was to effectively communicate this partnership and product across multiple markets. To achieve this, Old Spice engaged 11 influencers from nine key countries for the "White Wolf Quest," amplifying their message through local press releases and influencer shares, thereby enhancing market engagement.

Old Spice transformed the notoriously malodorous world of The Witcher into a delightfully scented realm with its limited edition “The White Wolf” long-lasting perfume. In 2023, this transformative scent brought a new olfactory experience to the Witcher universe, featuring notes of blood orange, peach, and cedarwood.

To launch the limited edition product, Old Spice created “The Quest of the White Wolf,” an exclusive zone at a fan event, where participants embarked on a multi-sensory journey through a reimagined Witcher world, where even the fiercest monsters bore the inviting scents of Old Spice. The quest culminated in Geralt’s bathroom, where fans discovered the full fragrance and its unique packaging, creating a memorable and creative brand experience.

Targeting men aged 14-35 who want to smell great with effortless style, Old Spice identified Witcher fans as a perfect audience. The collaboration introduced the brand to new consumers by creatively integrating it into the Witcher universe, offering a unique twist at the premiere. The intersection of the notoriously smelly Witcher world and Old Spice's signature freshness provided a compelling contrast. High-quality fragrance served as a key differentiator, incorporated into the immersive zone's concept to play with guests' expectations and surprise them in a familiar setting. This strategy aimed to create a memorable and positive impression, enhancing brand recall and encouraging ongoing engagement and purchases.

At Witcher Fest in Łódź, Poland (24-25 June 2023), celebrating the premiere of The Witcher's third season, Old Spice delivered a multi-sensory experience that transformed the notoriously smelly beasts of The Witcher into delightful aromas. Visitors embarked on a journey starting through a giant nostril into darkness, guided by a mystical voice through four themed rooms.

The first room revealed the Bruxa, not with the expected foul odor but with a surprising hint of blood orange. The Kikimora, typically covered in a swamp-dwelling stench, was reimagined with a peach fragrance. In a playful twist, Little Horse's rear emitted a cedarwood scent. This adventure culminated in a discovery: each beast represented an element of Old Spice's new "The White Wolf" fragrance.

The experience ended in a highly photogenic Witcher-themed bathtub, perfect for social media sharing, allowing fans to immerse themselves fully in the new scent, creating a memorable and shareable highlight.

The Old Spice Zone at Witcher Fest became an instant hit, drawing long lines with about 350 of the 2500 attendees experiencing our immersive concept and products. To amplify our reach, we engaged 11 influencers from 9 different markets, achieving over 55 million views across Europe. Supported by international PR efforts, the campaign garnered 662 article mentions reaching over 141 million people.

This strategic mix of buzz, word-of-mouth, and user-generated content fueled an incredible surge in sales, marking a 56% increase for Old Spice compared to the previous year. This quarter saw the highest absolute sales growth in Old Spice’s European history, with "The White Wolf" becoming one of the top 10 bestselling SKUs in just six months.

In Poland, the White Wolf edition quickly became the fastest-growing value scent within six months.