The Old Spice Man campaign, which won six awards at this year’s Pitch Blades, will tour universities and cities across the country until the end of November.
The roadshow has been launched to capitalise on the growing popularity of The Old Spice Man TV and viral content in the UK.
Fans who visit the tour will be able to emulate the “Smell like a man, man” TV spot by having their picture taken on a white horse, as well as try products, such as Old Spice Whitewater and new Old Spice Kilimanjaro.
The tour is split into two phases, with the first part visiting universities, including Kingston and Nottingham as well city centre stops, before finishing in Liverpool on 24th October. Locations were picked, following a Facebook poll of Old Spice UK’s 76,900 fans.
In November the tour will support the month-long Prostate Cancer Charity event, ’Movember’, for the second year, by visiting both the Greenwich and Battersea charity runs.
The tour, which has been developed by UK marketing agency Fox Kalomaski, will award kit sponsorship packages to the university team or society that achieves the biggest turnout during the tour.
To view some of the previous Old Spice ads, click here to see Wieden and Kennedy’s profile on Pitch.