Isaiah Mustafa, aka “The Man Your Man Could Smell Like,” has clearly broken through all previous viral-video records and achieved pop-icon status. The question is: How much Old Spice body wash has he sold? And the answer is a bit of a mystery.
Since Mr. Mustafa lent his sotto voce humor to the production wizardry of the Wieden & Kennedy ad in February, the Procter & Gamble Co. brand has been consistently gaining market share, even though that’s only been enough to erase a deficit for the brand built up earlier. In the 52 weeks ended June 13, it had a roughly flat share in a category that grew a robust 8.6%, according to data from SymphonyIRI.
Then again, some other men’s brands also have been making substantial share gains of late, including P&G sibling Gillette and Beierdorf’s Nivea. And the thing Old Spice, Gillette and Nivea have in common isn’t Mr. Mustafa, but rather multiple national drops of high-value coupons. They included buy-one, get-one-free offers from both P&G brands and up to $4 off a single bottle of Nivea Men from Beiersdorf, reflecting unprecedented levels of promotional intensity in the category.
See full article at: How Much Old Spice Body Wash Has the Old Spice Guy Sold? – Advertising Age – News.
Related articles by Zemanta
- Old Spice Goes Beyond Hot Man in Towel Sales Approach [del.icio.us] (prweekus.com)
- Look at your sales – now look at mine. (makethelogobigger.blogspot.com)
- The Old Spice Guy (digitaloperative.com)
- What the Old Spice Guy Videos Lacked: Real Messaging (prbreakfastclub.com)
