Giving Gamers the Power to Skip a Shower

Client: Mitchum

With declining brand metrics and sales amongst the male demographic vs. the category, Mitchum needed some fresh thinking to grow awareness and sales amongst this target demographic. To do this, we had to find out what really made them sweat…and nothing compared to those long gaming session when you really must have a shower, but you also really must get to the next level. This is a story of how Mitchum gave gamers the power to skip a shower – and broke a world record while doing it.