SDCC 2025: Old Spice And DC Comics Want To Make You Smell Like A Superhero
by Gary Catig
Lots of people wish they were a superhero helping save the day. That might be a tall task in real life, but something more realistic is the ability to smell like one. At San Diego Comic-Con (SDCC), Old Spice and DC Comics team up with one of the more interesting offsite activations.
Superman takes center stage at the immersive experience. The activations biggest draw is a capsule resembling the one Kal-El took to Earth, but with an Old Spice edge. Inside is a photo op where you can strike three different poses and also receive an hygienic item from the Superman inspired line. It has notes of citrus and the cosmos. You will receive both a digital and hard copy of your picture.
Other activities include another photo op recreating the famous Action Comics #1 cover as well as a few AR experiences. The first allows you to track a meteorite from anywhere in San Diego. The other is a little game that is activated by an Old Spice product image. It can be from the ones you find at the activation, or even when you’re at the store. Even though Superman is the focus, the game also allows you to choose Batman or Aquaman.
The Old Spice/ DC Comics activation can be found at Promenade Plaza at the Hilton San Diego Bayfront Hotel (1 Park Blvd, San Diego). It is open to the public and is open from 10:30 am – 7:00 pm from July 24 – July 27. It even has a nice lounge area to grab a rest during SDCC 2025.
It might not be the flashiest activation this year, but it’s definitely unique. Where else can you walkaway with SWAG like this.
