The experience is centred around ‘Fresh Factory’, an interactive space that brings the range of invigorating Mitchum scents to life.
Mitchum and Fresh Factory hit the summer festivals
The campaign will kick off today (21 July) at Truck, and continue on to Y Not, and Victorious festivals targeting key audiences with experiential sampling to highlight the 48hr powerful performance of Mitchum’s deodorants.
Fresh Factory offers a range of playful and picture-perfect activities that showcase the full range of Mitchum scents, designed to refresh festivalgoers, their friends, and their social media feeds.
Festival attendees can create personalised playlists and then dive into the Shower, Ice, and Clear Fresh zones to capture stunning content.
From giant fragrance showers and metallic mirrors to 48-hour power poses and slo-mo spritzes, every moment is instantly edited into a unique ‘Refresh Reel’ that can be shared on social media platforms.
Fresh Factory is a part of Mitchum’s broader brand mission to inspire people to embrace life’s experiences and cherish connections with others.
Olivia Rayner, Creative Director at Sense, said: “Fresh Factory makes the much-needed ‘festival freshen up’ a memory-making moment while perfectly illustrating a clear product truth: 48-hour protection.
“We know this will be a must-visit, much talked-about destination, with attendees excited to select, refresh, and create.”
Dharaa Patel, Senior Brand Manager at Mitchum, said: “Fresh Factory is the perfect way to bring Mitchum’s wider brand mission to life, encouraging festival-goers to embrace life and celebrate being closer together again. Roll on Summer!”