Old Spice x Netflix Bring the Stinky Smell of Poetry to Life, on Reddit

Old Spice partnered with Netflix’s hit title The Witcher to create a collection of character-inspired scents. Seeing as The Witcher is set back in times when… well, things didn’t smell quite so good, Reddit came in with just the right strategy to turn this smelly opportunity into a sweet-smelling success. The KarmaLab team x Wieden + Kennedy came together hand-in-hand to build the Smelly Bard Bot, a bot that simply asked you for your favorite Witcher character, and then provided the user with a smelly sonnet – calling out themes from the show and scent cues from Old Spice's new line of products.

Knowing Reddit was already talking about these characters, leaned into threaded conversation unlike anywhere else online and have the common interest of The Witcher (being an interest-based platform) all to share – this experience brought to life the love of The Witcher, the power of community, the smell of Old Spice and the magic of poetry to an audience who were looking for just that. 

CREDITS: 
Bot Production: Haptik
Creative Agency: Wieden + Kennedy
Reddit Creative Team: Stephen Vallera (Group Creative Director), Annie Lashmet (Sr. Creative Strat), Ashton Dunn (Creative Production Lead)