They 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

They 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-...