Rocketed to Earth as a baby, Kal-El grew up to be Superman. And if you step into the Old Spice rocket, you could come out smelling like him. In collaboration with DC Comics, Old Spice makes its Comic-Con debut with an activation outside the Hilton Bayfront. They’re providing an AR experience in which you track a meteorite and unlock a portal to Krypton. They’ll also have giveaways of the Old Spice x Superman collaboration — deodorant, body wash, and shampoo. They claim it combines notes of citrus with a hint of cosmos.
Though inspired by the new Superman movie, the designs for this activation have more of a Silver Age vibe. Old Spice will have photo ops, likely alongside a Superman that’s more Jose Garcia-Lopez than David Corenswet. But then, I’m pretty sure super-fan Corenswet would be 100% okay with that.
