Ao was developed by Wieden+Kennedy SP
The Old Spice brand, in partnership with Wieden+Kennedy SP, presents Sovacaria Old Spice, an initiative that wants to teach the right way to use Old Spice Barra. Ariel Blindado, a barber popularly known as Rei do Blindado, led the creation of the undercuts offered in the immersive experience.
The pop-up salon is open to the public in Salvador and offers free armpit cuts, nicknamed Sovacuts, and exclusive hairstyles for the armpit area. Through the pun Old Spice Segura a Barra, the campaign will be extended to digital, with tutorials and exclusive content dedicated to armpits.
Armpit is an activation that reflects Old Spice’s inherent boldness. With it, we combine the irreverence of the brand with the superior delivery of the bar version, which offers 2x more protection against perspiration, said Marina Brasil, director of deodorant brands at P&G Brasil.
