4 ms·
King for a Day or Sustainable Marketing
- michael_dorfman 16y agoIn the short term their efforts will be profitable for Old Spice, but folks will quickly return to their favorite after shaves and under arm deodorants. Maybe some won’t and that’s more than the cost of the video campaign? I'd say the opposite. I doubt they'll see much of a bump in terms of short-term sales; however, this was a great exercise in building the brand, which is a much more long-term proposition.
- messel 16y agoThey mentioned improved short term results, but I found some evidence to support your hypothesis: "For instance, P&G picked up the Film Grand Prix this year for Old Spice's "The Man Your Man Could Smell Like" spot from Wieden + Kennedy. Launched in February, it's racked up nearly 12.2 million YouTube views. But in the 52 weeks ended June 13, sales of the featured product, Red Zone After Hours Body Wash, have dropped 7 percent, per SymphonyIRI (this excludes those sold at Walmart). P&G execs were not available to comment." http://www.adweek.com/aw/content_display/news/client/e3i637c45eb15b9f7a365c98935e9c1969b http://www.adweek.com/aw/content_display/news/client/e3i637c... Here's some great background from one of the writers: http://creativity-online.com/news/behind-the-work-old-spice-responses/144947 http://creativity-online.com/news/behind-the-work-old-spice-...