Why wait for winter? Old Spice Holi-Dudes 2025 rolls out the cheer from fall to frost.

After establishing Holi-Dudes as a holiday hit in 2024, Old Spice returned to Durham for round two. The challenge? Extend the smellebration beyond winter, introduce new fall-forward scents and expand the cast of Holi-Dude characters in order to elevate the collection with new finishes that amps up shelf appeal, giftability, and seasonal buzz.

Our strategy built on the foundation of the original Holi-Dudes collection: keeping the ridiculous tone-of-voice, bold illustrations, and giftable vibe, but leveling up the set for seasonal range. From Pumpkin Spice to Frosted Mint, we created a lineup that felt both familiar and fresh. Through naming, illustration, and packaging design, we expanded the Old Spice Holi-Dudes universe with new seasonal characters, like Jacked Frost and PumpKing, that carried the collection from fall flannels to festive fireplaces.

The result? A second act for Holi-Dudes that respects the tradition, smellebrates the season, and now sets the tone for year-over-year collectability.