Is Mustafa Actually Selling Body Wash Or Just Being Virally Virile?
Ad Age, Brandweek, Monday, July 26, 2010 10:37 AM
Jack Neff reports that Procter & Gamble's Old Spice body wash has gained share since "The Man Your Man Could Smell Like," starring Isaiah Mustafa, broke in February -- but only enough to make up ground it lost to competitors earlier in the year. In the 52 weeks ended June 13, it was basically flat in a category that grew 8.6%, according to SymphonyIRI.
Read the whole story at Ad Age, Brandweek »
And a lot of the share gain may have as much to do with aggressive coupon drops as it does with the demonstrably popular viral video, Neff points out.
Noreen O'Leary and Todd Wasserman report in Brandweek that, according to Nielsen, sales rose 11% over the past 12 months and seem to be gaining momentum since the Mustafa campaign broke, including a 107% spike in the last month.
"Since the 'Smell Like A Man, Man' campaign broke in February, Old Spice has month-over-month strengthened its market position," says P&G spokesman Michael Norton, who understandably favors the Nielsen numbers. He also claims that Old Spice is the No. 1 brand of body wash and anti-perspirant/deodorant in both sales and volume.
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