Case Study: Degree × Boston Rob

When a beloved product changes and consumers notice, brands face a crucial moment. Degree faced consumer backlash when fans detected that Cool Rush deodorant's signature scent had changed. Social media erupted with nostalgia-driven requests to restore the original formula.

The brand listened to consumer feedback and relaunched the original Cool Rush scent, partnering with Boston Rob through Initium. Campaign messaging emphasized authenticity and nostalgia, celebrating brand loyalty and consumer passion.

Boston Rob proved ideal because he was already a genuine Cool Rush user. His competitive spirit, strategic gameplay reputation, and larger-than-life personality aligned with the product's confident brand values.

The partnership successfully re-energized conversation around Cool Rush, generating high engagement. Consumer feedback was overwhelmingly positive, with fans embracing the scent's return.

Following May 2025's initial success, a new playful campaign launched featuring Cool Rush spray, demonstrating product versatility and reinforcing performance benefits.

Rob actively shaped creative direction rather than appearing in isolated posts. The team noted there were not many challenges, crediting Rob's hands-on approach and collaborative spirit.

The most successful approach involved allowing talent to bring their own creative ideas to the table, producing more authentic and engaging content than traditional sponsored formats.