Source: Adweek
Branded integrations are often cringeworthy flops that achieve visibility, but not necessarily in a good way. Sponsors at sporting and other events are often unrelated to whatever they’re slapping their name on, which makes such activations lack authenticity and relevance.
But this one is a great example of good product integration – Old Spice’s “Sweat Mop Boys” clean college basketball courts in the US midgame, using mops designed to look like sticks of Old Spice Pure Sport Plus antiperspirant and deodorant.
Developed by Wieden + Kennedy Portland, the branded boys made their debut last week. Not only is the brand perfect for promotions in sports, but this actual integration is also relevant to the products purpose, as it clears the court and leaves it dry. Brands, take notice, this is how you do good product integration.
