Old Spice, the champion of legendary freshness is teaming up with DC’s Superman™ for a scent‑charged experience at San Diego Comic‑Con. Inspired by Old Spice’s new intergalactic ad campaign “Smell Super,” featuring the Old Spice × Superman™ Collection, the brand brings together fragrance, fun, and fandom in their immersive “Fresh Landing” activation. The campaign showcases how a grounded teenager discovers the heroic version of himself—and now Comic‑Con attendees can breathe in that same mythic freshness in real life.
Step Inside the Experience: The “Fresh Landing” Capsule
From today through July 27, Comic‑Con attendees, cosplayers, and DC fans can visit the “Fresh Landing” experience on the Promenade Plaza at the Hilton Bayfront. A 12-foot-high custom-built capsule descends from the sky, inviting visitors to explore superhero transformation in a physical space. Inside, guests live the moment: exiting a spaceship into epic freshness.
At the heart of the experience is the iconic “Smell Like a Hero” button—press it, and participants receive a full‑size Old Spice product from the Old Spice × Superman™ Collection in the signature Bright Citrus & Cosmos scent. Beyond the capsule itself, the activation includes themed Superman™ photo ops, exclusive swag, appearances from the famed Old Spice Guy, and more surprises.
A Heroic Vision: Smell Like Superman, Feel Like Superman
“At Comic‑Con, and every day, anyone can be a hero,” says Kate DiCarlo, Senior Communications Director for Procter & Gamble’s Personal Care Portfolio. Old Spice × Superman™ aims to push beyond grooming—it’s about unlocking confidence and presence.
The campaign draws from Old Spice’s belief that scent shapes how you feel and how others perceive you. By aligning with Superman™, the brand frames its products as tools of transformation—giving consumers the power to feel strong, capable, and heroically fresh.
Contest Alert: “Freshest Hero” Cosplayer Award
Old Spice is also sponsoring the prestigious Comic‑Con Masquerade, introducing a brand-new category: “Freshest Hero.” The award spotlights the cosplayer who embodies not only outstanding craftsmanship and accuracy but also exudes charisma, confidence, and one-of-a-kind freshness.
The Freshest Hero winner will earn elite bragging rights and receive a bundle from the Old Spice × Superman™ Collection—essentials to stay fresh throughout con season and beyond. It’s a playful way to merge fandom with functional scent power.
Augmented Reality Meets Super Fans: Find the Capsule with AR
To help fans locate the landing site, Old Spice has launched an exclusive Augmented Reality experience covering San Diego’s Gaslamp district. By scanning strategically placed QR codes, users launch an AR guide that leads them to the Fresh Landing activation. Once there, they can take dramatic AR‑enhanced photos to share on social media—showcasing their superhuman freshness to the world.
Discover the Limited‑Edition Old Spice × Superman™ Collection
This partnership extends far beyond Comic‑Con. The Old Spice × Superman™ limited‑edition line brings superhero swagger to daily hygiene with long‑lasting scent and premium performance:
- Aluminum-Free Deodorant Stick: Odor‑fighting power with the heroic Bright Citrus & Cosmos scent
- Antiperspirant Stick: Superior sweat and odor protection for heroic endurance
- Aluminum-Free Body Spray: Bacteria‑fighting freshness in every spritz
- Body & Face Wash: Lathers away dirt and odor while leaving a scent that stands out
- Shampoo: Designed for healthier, fuller hair with long‑lasting fragrance
The heroically scented Bright Citrus & Cosmos formula powers all products in the collection. Pricing starts around $7.97, depending on retailer, making it accessible for every hero in training.
More DC Heroes, More Iconic Scents
The collaboration also features special scents beyond the Superman™ line, adding flavor to the broader DC × Old Spice Collection:
- King of Atlantis™ (Aquaman): Fresh Ocean & Seastorm scent that channels strength and oceanic power
- Dark Knight™ (Batman): Black Cherry & Nightfall scent that brings mystery, depth, and bold style
These variants are available at major retailers while supplies last. DC fans can sign up to stay updated on new drops and cosplay‑ready scent launches.
Why It Works: Old Spice + DC at Comic‑Con
Old Spice’s partnership with Superman™ at Comic‑Con is a smart blend of fandom, sensory experience, and brand storytelling:
| Objective | Activation Impact |
|---|---|
| Brand–Fan Engagement | Immersive capsule merges fragrance with comic culture |
| Product Discovery | “Smell Like a Hero” button hands out real samples |
| Social Buzz | AR photo opportunities and campaign hashtag amplify visibility |
| Retail Conversion | Superhero-themed scents encourage impulse and repeat purchase |
| Community Recognition | “Freshest Hero” award connects scent confidence with cosplay excellence |
By combining bold scents, interactive theater, cosplay rewards, and AR discovery, Old Spice and DC create an unforgettable experience—highlighting how fragrance can elevate both identity and fandom.
Final Take: A Fresh Future for Fragrance Meets Fandom
Old Spice and DC’s “Fresh Landing” activation at San Diego Comic‑Con transforms a scent launch into a spectacle. With the fully featured Old Spice × Superman™ Collection, limited edition products, cosplay recognition, and AR-led navigation, the partnership brings to life the adventurous, confident world of superheroes. It proves that fragrance isn’t just a daily habit—it’s a tool for identity, empowerment, and creative expression.
Whether fans are dressing up as Superman or just seeking a heroic scent, this event lets everyone step into the spotlight—and smell like a hero.
About Old Spice:
Old Spice, an iconic grooming brand with over 80 years of history, is the No.1 selling anti-perspirant and deodorant brand for guys in the United States. With a complete product portfolio including anti-perspirants, deodorants, body washes, body sprays, shampoos, and hair stylers, Old Spice has become the authority on grooming experience.
About Warner Bros. Discovery Global Consumer Products (WBDGCP)
Warner Bros. Discovery Global Consumer Products (WBDGCP), part of Warner Bros. Discovery’s Revenue & Strategy division, extends the company’s powerful portfolio of entertainment brands and franchises into the lives of fans around the world. WBDGCP partners with best-in-class licensees globally on award-winning toy, fashion, home décor and publishing programs inspired by the biggest franchises from Warner Bros.’ film, television, animation, and games studios, HBO, Discovery, DC, Cartoon Network, HGTV, Eurosport, Adult Swim, and more.
With innovative global licensing and merchandising programs, retail initiatives, and promotional partnerships, WBDGCP is one of the leading licensing and retail merchandising organizations in the world.
About “Superman”
“Superman,” DC Studios’ first feature film to hit the big screen, is set to soar into theaters worldwide this summer from Warner Bros. Pictures. In his signature style, James Gunn takes on the original superhero in the newly imagined DC universe with a singular blend of epic action, humor and heart, delivering a Supermanwho’s driven by compassion and an inherent belief in the goodness of humankind. DC Studios heads Peter Safran and Gunn are producing the film, which Gunn directs from his own screenplay, based on characters from DC, Superman created by Jerry Siegel and Joe Shuster.
