Comments on: Old Spice: Swan Dive or Cannonball? http://www.maxtb.com/2010/07/16/old-spice-swan-dive-or-cannonball/ Tell me something I don't know. Tue, 03 Jan 2012 15:19:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: @crossy http://www.maxtb.com/2010/07/16/old-spice-swan-dive-or-cannonball/comment-page-1/#comment-621 @crossy Fri, 16 Jul 2010 10:20:23 +0000 http://www.maxtb.com/?p=721#comment-621 Never question the ROI in marketing!! :) To an $80bn company (and 6th most profitable in the world apparently), I suspect that actually this campaign barely touched the sides when you think about how much they would have dropped on campaigns such as the Woods/Federer/Henry and Beckham Gillette stuff. As we are proving right now, the viral nature of the content has done an excellent job of infiltrating the target market globally without the need for a constant barrage of ads on TV. Anyway, enough, I'm off to buy some - next time you see me I'll be buff and surfing on a crocodile or something. Never question the ROI in marketing!! :) To an $80bn company (and 6th most profitable in the world apparently), I suspect that actually this campaign barely touched the sides when you think about how much they would have dropped on campaigns such as the Woods/Federer/Henry and Beckham Gillette stuff.

As we are proving right now, the viral nature of the content has done an excellent job of infiltrating the target market globally without the need for a constant barrage of ads on TV.

Anyway, enough, I’m off to buy some – next time you see me I’ll be buff and surfing on a crocodile or something.

]]> By: Max Tatton-Brown http://www.maxtb.com/2010/07/16/old-spice-swan-dive-or-cannonball/comment-page-1/#comment-620 Max Tatton-Brown Fri, 16 Jul 2010 09:57:18 +0000 http://www.maxtb.com/?p=721#comment-620 @Crossy- all very good points and the increase in exposure is a definite result. However, it's not going to have come cheap plus I can't help but question the long term ROI of investing in the marketing rather than the product. After all, once we've finished laughing at how terrible the product is, what happens next? Should be an interesting one. @Crossy- all very good points and the increase in exposure is a definite result. However, it’s not going to have come cheap plus I can’t help but question the long term ROI of investing in the marketing rather than the product.

After all, once we’ve finished laughing at how terrible the product is, what happens next? Should be an interesting one.

]]> By: @crossy http://www.maxtb.com/2010/07/16/old-spice-swan-dive-or-cannonball/comment-page-1/#comment-617 @crossy Fri, 16 Jul 2010 08:06:23 +0000 http://www.maxtb.com/?p=721#comment-617 Nice post MTB, although not sure I totally agree. Old Spice has achieved a goodly amount of brand awareness amongst a section of the market that had either forgotten or simply didn't know about them before. I doubt they expected everyone who saw the ads to go and buy the product but you can be sure that many have. As for the smell....I couldn't comment, but have you smelled it recently?! We assume it smells rough as old boots, but I have to say I am more tempted to go and try it now than I was a year ago and therefore they've achieved their goals. Granted, I will be quite disappointed if I don't end up riding a horse out of Boots following my purchase... Nice post MTB, although not sure I totally agree. Old Spice has achieved a goodly amount of brand awareness amongst a section of the market that had either forgotten or simply didn’t know about them before. I doubt they expected everyone who saw the ads to go and buy the product but you can be sure that many have.

As for the smell….I couldn’t comment, but have you smelled it recently?! We assume it smells rough as old boots, but I have to say I am more tempted to go and try it now than I was a year ago and therefore they’ve achieved their goals.

Granted, I will be quite disappointed if I don’t end up riding a horse out of Boots following my purchase…

]]>