UK deodorant brand, Mitchum, has launched an experiential campaign, ‘Fresh Factory’, that brings the range of invigorating Mitchum scents to life at festivals around the UK. The campaign kicked off on 21 July at Truck, and will also feature at Y Not, starting this Thursday, and Victorious, which begins on Friday 25 August. It offers festival-goers the chance to sample Mitchum’s deodorants, in an interactive, branded environment.

Created by brand experience agency, Sense, Fresh Factory offers a range of playful and activities that showcase the full range of Mitchum scents, designed to refresh festivalgoers, their friends, and their social media feeds. Attendees can create personalised playlists and then dive into the Shower, Ice, and Clear Fresh zones to capture 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.

“Fresh Factory is the perfect way to bring Mitchums wider brand mission to life, encouraging festival-goers to embrace life and celebrate being closer together again,” said Dharaa Patel, Senior Brand Manager at Mitchum. “Roll on Summer!”