Convention - SDCC 2025 : The Old Spice x Superman Fresh Landing Experience Lands with Heroic Scent and Galactic Flair

By Mulder, San Diego, Promenade Plaza à l'hôtel Hilton Bayfront, 25 july 2025

San Diego Comic-Con has long been the stage for the unexpected, but this year, the Promenade Plaza at the Hilton Bayfront became ground zero for one of the most creative brand activations in recent memory. Old Spice, the legendary name in men’s grooming, joined forces with DC’s most iconic hero to unveil the Old Spice x Superman Fresh Landing — an immersive, scentsational celebration of the Man of Tomorrow. Far from a simple product launch, this pop-up was a multi-layered experience that married blockbuster movie hype with playful brand storytelling. The premise? A Superman capsule has crash-landed on Earth, and fans are invited to track it, explore it, and emerge not only with a souvenir photo but with the power to “Smell Like a Hero.” With the brand’s limited-edition Superman collection timed perfectly to James Gunn’s new Superman film in theaters, the Fresh Landing pop-up became an instant fan magnet, drawing DC enthusiasts, curious cosplayers, and Comic-Con wanderers alike into its orbit.

From the moment you approached the Hilton Bayfront, the tone was set. Old Spice had reimagined a Kryptonian arrival, complete with an interactive Augmented Reality meteorite hunt that began in the bustling Gaslamp District. Fans could scan QR codes scattered like cosmic breadcrumbs across San Diego, each clue drawing them closer to the towering 12-foot Kryptonian capsule centerpiece. Once inside the experience, visitors were rewarded not only with a striking photo op worthy of a Daily Planet front page but also a full-size Old Spice product from the Superman line — deodorant, body wash, or shampoo — each infused with the bold Bright Citrus & Cosmos scent. This wasn’t just clever marketing; it was a fully realized narrative, extending Old Spice’s “Smell Super” campaign from the screen into the real world, with attendees stepping directly into the role of the hero in their own mini origin story.

What made the experience particularly engaging was how it blurred the lines between fandom and functionality. Yes, you were there to celebrate Superman, but you also walked away with a product you could actually use — a far cry from the flimsy branded swag most activations hand out. As Kate DiCarlo, Senior Communications Director for Procter & Gamble’s Personal Care Portfolio, explained, the collection was designed to “go beyond a grooming routine and become a way for guys across the galaxy to unleash their inner hero.” That ethos permeated the entire activation. Even the Superman photo ops were more than simple backdrops; they were reimagined scenes that allowed fans to step into Kal-El’s world, cape billowing and all. And then, of course, there was the surprise appearance of the Old Spice Guy, a living meme who reminded everyone that smelling like a hero doesn’t have to be serious business.

But Old Spice didn’t stop at photo ops and free samples. In a move that embedded itself firmly into SDCC culture, the brand sponsored the prestigious Comic-Con Masquerade and introduced a brand-new award: “Freshest Hero.” This cheeky but surprisingly prestigious category celebrated not just costume craftsmanship and screen accuracy but also the elusive aura of confidence and charisma that the Old Spice brand has been playing with for decades. The winner walked away with bragging rights and a bundle of Superman grooming essentials — a prize that, in the sweltering heat of San Diego’s summer, felt more like a survival kit than a trophy. It was an activation that clearly understood its audience: part tongue-in-cheek, part genuinely useful, and entirely in tune with the celebratory spirit of Comic-Con.

The product lineup itself was a fan-service masterstroke. Beyond the Superman Bright Citrus & Cosmos collection, Old Spice extended its DC collaboration to include scents inspired by other Justice League icons — Fresh Ocean & Seastorm for Aquaman, and Black Cherry & Nightfall for Batman — all in high-performance formulas. Whether you preferred aluminum-free deodorants, antiperspirants with sweat-fighting tech, body sprays, rich-lather body washes, or moisturizing shampoos, the range covered every grooming need. Prices started at $7.97, making them accessible to fans who wanted to carry a piece of Comic-Con home without breaking the bank. It was clear that Old Spice had crafted the line not just as a one-off promotional gimmick, but as a collectible-meets-practical product range designed for everyday use.

Timing was everything. With James Gunn’s Superman breathing new life into the DC cinematic universe, and Peter Safran producing alongside Gunn, the Fresh Landing activation served as both a celebration of the film’s release and a clever bridge between cinema and consumer product. For Warner Bros. Discovery Global Consumer Products, the partnership was a natural fit, extending Superman’s reach beyond the multiplex and into fans’ daily lives in a tangible, sensory way. By situating the activation at a location that was both a visual spectacle and an interactive playground, Old Spice ensured that even casual passersby felt compelled to stop, explore, and, ultimately, engage with the brand on a deeper level.

In the end, the Old Spice x Superman Fresh Landing was more than a pop-up; it was a microcosm of what makes SDCC so intoxicating. It combined the thrill of discovery, the joy of fandom, and the satisfaction of walking away with something real — whether that was a Bright Citrus & Cosmos-scented deodorant, a perfectly lit Superman photo, or just a story to tell about the time you hunted down a Kryptonian capsule between cosplay meetups and Hall H panels. In a convention where brands compete fiercely for attention, Old Spice managed to stand out not through sheer scale or celebrity alone, but by crafting an experience that was smart, playful, and surprisingly personal. It’s not often you leave Comic-Con smelling better than when you arrived, but in 2025, thanks to Superman and Old Spice, thousands of fans did exactly that.

You can found in our Flickr page our photos here and here

Photos and video : Boris Colletier / Mulderville