From Krypton to Convention: Old Spice and DC Make a “Fresh Landing” at San Diego Comic-Con

CINCINNATI--(BUSINESS WIRE)--Jul 24, 2025--

Old Spice, the champion of legendary freshness, is suiting up alongside DC’s Superman™ to bring a scentsational experience to San Diego Comic-Con (7/24 - 7/27). Inspired by Old Spice's latest intergalactic advertising spot "Smell Super," where the NEW Old Spice x Superman Collection crash-lands on Earth and shows a regular teenager how he can be a stronger, manlier version of himself, the all-new interactive experience will give convention-goers a blast of 24/7 freshness as they celebrate the release of DC Studios’ “Superman” in theaters everywhere now from Warner Bros. Pictures. The limited-edition Old Spice x Superman™ Collection features a complete lineup of grooming essentials in high-performance formulas in the otherworldly scent of Bright Citrus & Cosmos.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250724943302/en/

Starting today through July 27th, Comic-Con attendees, DC enthusiasts, and cosplayers alike can visit the “Fresh Landing” experience that fuses Old Spice's commitment to bold freshness with DC's Superman™ on the Promenade Plaza at the Hilton Bayfront. The experience allows fans to venture beyond the screen, step directly into the otherworldly capsule from space and emerge with an epic, manly scent. The custom-built 12 ft high capsule captures each origin story moment and fans walk away with more than a photo; they get a full-size Old Spice product dispensed by the almighty “Smell Like A Hero” button. In addition to the capsule, the action-packed experience features reimagined Superman™ photo ops, swag, a visit from the Old Spice Guy, and more.

“At Comic-Con, and every day, anyone can be a hero,” said Kate DiCarlo, Senior Communications Director for Procter & Gamble’s Personal Care Portfolio. “We developed the Old Spice x Superman™ Collection to go beyond a grooming routine and become a way for guys across the galaxy to unleash their inner hero. We’re thrilled to partner with DC to help convention-goers and local fans smell like the Man Of Tomorrow™ they want to be.”

Further amplifying the heroic spirit of Comic-Con, Old Spice is proud to sponsor the prestigious Comic-Con Masquerade and debut a brand-new category: “Freshest Hero.” This award will recognize a standout cosplayer who not only delivers jaw-dropping craftsmanship and character accuracy, but also exudes the unmistakable aura of confidence, charisma, and next-level freshness of a BO-busting hero. The winner will walk away with bragging rights, obviously, and a bundle of the Old Spice x Superman™ Collection essentials designed to help them remain fresh and fearless long after the final curtain call.

Look Up! It’s the "Smell Super" AR Experience!
To ensure no heroes get lost on their quest for peak freshness, Old Spice unleashed an exclusive Augmented Reality experience. Fans in San Diego’s Gaslamp District can simply scan a QR code strategically placed around the city, and the cutting-edge AR tool will become a personal guide, directing fans to the "Fresh Landing" location and experience. Once they've navigated Comic-Con Central like a true champion and arrived, users can instantly snap a superhuman photo within the app, letting the world know they've found the ultimate source of pure, unadulterated freshness.

Limited-Edition Old Spice x Superman Collection Available Now
This collaboration extends beyond the Comic-Con universe with the limited-edition Old Spice x Superman™ Collection that transforms a daily routine into a Daily Planet headline-worthy adventure. The unstoppable collection includes essentials like a Deodorant Stick, Body Wash, and Shampoo, which are perfect for anyone who’s ready to smell like a hero. While the Deodorant and Body Wash eliminate odors 24/7 instead of just masking them, the Shampoo leaves hair with a long-lasting scent. Smell like a hero with the Man of Tomorrow™ inspired scent of Bright Citrus and Cosmos, infused into all of these different options below:

For fans of DC’s Justice League, the legendary line-up also includes a King of Atlantis™ inspired scent of Fresh Ocean and Seastorm for Aquaman and a Dark Knight™ inspired scent of Black Cherry and Nightfall for Batman. The full DC x Old Spice collection is available at major retailers nationwide while supplies last, starting at the retail price of $7.97 (pricing at the sole discretion of retailers). DC fans can sign up here for updates and the latest on heroic happenings.

About Old Spice:
Old Spice, an iconic grooming brand with over 80 years of history, is the No.1 selling anti-perspirant and deodorant brand for guys in the United States. With a complete product portfolio including anti-perspirants, deodorants, body washes, body sprays, shampoos, and hair stylers, Old Spice has become the authority on grooming experience.

About Warner Bros. Discovery Global Consumer Products (WBDGCP)
Warner Bros. Discovery Global Consumer Products (WBDGCP), part of Warner Bros. Discovery’s Revenue & Strategy division, extends the company’s powerful portfolio of entertainment brands and franchises into the lives of fans around the world. WBDGCP partners with best-in-class licensees globally on award-winning toy, fashion, home décor and publishing programs inspired by the biggest franchises from Warner Bros.’ film, television, animation, and games studios, HBO, Discovery, DC, Cartoon Network, HGTV, Eurosport, Adult Swim, and more. With innovative global licensing and merchandising programs, retail initiatives, and promotional partnerships, WBDGCP is one of the leading licensing and retail merchandising organizations in the world.

About “Superman”

“Superman,” DC Studios’ first feature film to hit the big screen, is set to soar into theaters worldwide this summer from Warner Bros. Pictures. In his signature style, James Gunn takes on the original superhero in the newly imagined DC universe with a singular blend of epic action, humor and heart, delivering a Supermanwho’s driven by compassion and an inherent belief in the goodness of humankind. DC Studios heads Peter Safran and Gunn are producing the film, which Gunn directs from his own screenplay, based on characters from DC, Superman created by Jerry Siegel and Joe Shuster.

DC Studios Presents a Troll Court Entertainment/The Safran Company Production, A James Gunn Film, “Superman,” which is in theaters and IMAX® now, distributed by Warner Bros. Pictures.

Old Spice and DC joined forces to launch the limited-edition Old Spice x Superman™ Collection, featuring heroic scents and bold packaging that transforms any bathroom into a fortress of grooming greatness so fans everywhere can Smell Like A Hero.

Old Spice and DC unveil the “Fresh Landing” scent-perience at the Hilton Bayfront during San Diego Comic-Con (7/24-7/27), where fans can step inside the 12-ft capsule for a heroic photo op, Old Spice x Superman product, and a blast of 24/7 freshness.

Old Spice and DC unveil the “Fresh Landing” scent-perience at the Hilton Bayfront during San Diego Comic-Con (7/24-7/27), where fans can step inside the 12-ft capsule for a heroic photo op, Old Spice x Superman product, and a blast of 24/7 freshness.

KAMPALA, Uganda (AP) — Uganda’s presidential election was plagued by widespread delays Thursday in addition to a days-long internet shutdown that has been criticized as an anti-democratic tactic in a country where the president has held office since 1986.

Some polling stations remained closed for up to four hours after the scheduled 7 a.m. start time due to “technical challenges," according to the nation's electoral commission, which asked polling officers to use paper registration records to ensure the difficulties did not “disenfranchise any voter.”

President Yoweri Museveni, 81, faces seven other candidates, including Robert Kyagulanyi, a musician-turned-politician best known as Bobi Wine, who is calling for political change.

The East African country of roughly 45 million people has 21.6 million registered voters. Polls were expected to close at 4 p.m., but voting was extended one hour until 5 p.m. local time. Results are constitutionally required to be announced in 48 hours.

In the morning, impatient crowds gathered outside polling stations expressing concerns over the delays. Umaru Mutyaba, a polling agent for a parliamentary candidate, said it was “frustrating” to be waiting outside a station in the capital Kampala.

“We can’t be standing here waiting to vote as if we have nothing else to do," he said.

Wine, the candidate, alleged electoral fraud, noting that biometric voter identification machines were not working at polling places and claiming that there was “ballot stuffing.”

Wine wrote in a post on X that his party's leaders had been arrested. “Many of our polling agents and supervisors abducted, and others chased off polling stations,” the post said.

Museveni told journalists he was notified that biometric machines weren't working at some stations and that he supported the electoral body's decision to revert to paper registration records. He did not comment on allegations of fraud.

Ssemujju Nganda, a prominent opposition figure and lawmaker seeking reelection in Kira municipality, told The Associated Press he had been waiting in line to vote for three hours.

Nganda said the delays likely would lead to apathy and low turnout in urban areas where the opposition has substantial support. "It’s going to be chaos,” he said.

Nicholas Sengoba, an independent analyst and newspaper columnist, said delays to the start of voting in urban, opposition areas favored the ruling party.

Emmanuel Tusiime, a young man who was among dozens prevented from entering a polling station in Kampala past closing time said the officials had prevented him from participating.

“My vote has not been counted, and, as you can see, I am not alone," he said he was left feeling “very disappointed.”

Uganda has not witnessed a peaceful transfer of presidential power since independence from British colonial rule six decades ago.

Museveni has served the third-longest term of any African leader and is seeking to extend his rule into a fifth decade. The aging president’s authority has become increasingly dependent on the military led by his son, Muhoozi Kainerugaba.

Museveni and Wine are reprising their rivalry from the previous election in 2021, when Wine appealed to mostly young people in urban areas. With voter turnout of 59%, Wine secured 35% of the ballots against Museveni’s 58%, the president’s smallest vote share since his first electoral campaign three decades ago.

The lead-up to Thursday's election produced concerns about transparency, the possibility of hereditary rule, military interference and possible vote tampering.

Uganda's internet was shut down Tuesday by the government communications agency, which cited misinformation, electoral fraud and incitement of violence. The shutdown has affected the public and disrupted critical sectors such as banking.

There has been heavy security leading up to voting, including military units deployed on the streets this week.

Amnesty International said security forces are engaging in a “brutal campaign of repression,” citing a Nov. 28 opposition rally in eastern Uganda where the military blocked exits and opened fire on supporters, killing one person.

Museveni urged voters to come out in large numbers during his final rally Tuesday.

“You go and vote, anybody who tries to interfere with your freedom will be crushed. I am telling you this. We are ready to put an end to this indiscipline,” he said.

The national electoral commission chairperson, Simon Byabakama, urged tolerance among Ugandans as they vote.

“Let us keep the peace that we have,” Byabakama said late Wednesday. “Let us be civil. Let us be courteous. Let’s be tolerant. Even if you know that this person does not support (your) candidate, please give him or her room or opportunity to go and exercise his or her constitutional right."

Authorities also suspended the activities of several civic groups during the campaign season. That Group, a prominent media watchdog, closed its office Wednesday after the interior ministry alleged in a letter that the group was involved in activities “prejudicial to the security and laws of Uganda.”

Veteran opposition figure Kizza Besigye, a four-time presidential candidate, remains in prison after he was charged with treason in February 2025.

Uganda opposition presidential candidate Robert Kyagulanyi Ssentamu, known as Bobi Wine, right, greets election observers, including former Nigerian President Goodluck Jonathan, at his home in Magere village on the outskirts of Kampala, Uganda, Wednesday, Jan. 14, 2026. (AP Photo/Hajarah Nalwadda)

Billboards of Uganda President and National Resistance Movement (NRM) presidential candidate Yoweri Museveni are seen in Kampala, Uganda, Tuesday, Jan. 13, 2026. (AP Photo/Samson Otieno)

Electoral workers deliver ballot boxes to a polling station during presidential election in Kampala, Uganda, Thursday, Jan. 15, 2026. (AP Photo/Brian Inganga)

Voters are reflected in a police officer's sunglasses as they wait in line after voting failed to start on time due to system failures during presidential election in Kampala, Uganda, Thursday, Jan. 15, 2026. (AP Photo/Brian Inganga)

Voters wait to cast their ballots during the presidential election in Kampala, Uganda, Thursday, Jan. 15, 2026. (AP Photo/Brian Inganga)