As more brands are turning to vending machines to reach their target audience, the latest Old Spice campaign certainly stands out for its unconventional currency.
The brand launched its own spin on the experiential tactic to celebrate the release of their latest nature-inspired scent collection. New Yorkers who visited Grand Central Terminal’s Vanderbilt Hall were invited to exchange Mother Nature’s creation for manly possessions over Valentine’s Day weekend. The machine traded gold watches for lava rocks, a root beer float for pine needles, pyrite for an electric guitar and more; the weirder the item, the better the payoff. Old Spice spokeswoman Kate DiCarlo explained that the brand felt challenged to try new things in an effort to entertain male audiences and build loyalty among customers.