Deodorant brand Mitchum is leading a pop-up experiential activation in a campaign from marketing agency Sense.

With engaging consumer activities and competitions, the ‘Fresh Factory’ is also a chance for Mitchum to implement its brand mission.

The pop-up features the brand’s classic bright green colours, a playful twist on the product’s freshness with comically large carwash sweepers, and a hashtag telling consumers to #LiveTheMoment.

“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,” said senior brand manager Dharaa Patel.

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The campaign follows in the wake of parent company Revlon reporting that its net sales saw a dip 4.1 percent to £3575.8 million ($4589.8 million), following the US manufacturer Chapter 11 filing.

The Revlon-owned deodorant brand hopes the performance of its products will give consumers the confidence to embrace experiences and social opportunities.

Speaking about the brand latest marketing move, Sense creative director, Olivia Rayner added: “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.”