Importance Of Brand "Purpose": P&G's Old Spice Ads Beget Free Impressions
This article was originally published in The Rose Sheet
Procter & Gamble points to a successful campaign for its Old Spice grooming brand as an example of the type of marketing that connects with consumers because it reflects brand "purpose.
You may also be interested in...
DSC changed the conversation around men's razors with a 2012 viral video smash in which CEO Michael Dubin championed the "f'ing great" quality, but above all the affordability, of the company's blades. The firm's humorous marketing, chock full of irreverent wit, snark and slapstick, has helped win more than 2 million subscribers to date, but DSC's success also signals a changing marketplace in which value increasingly is prioritized over tech enhancements.
Old Spice promotions for Red Zone body sprays include “Smell of Power” TV and viral marketing campaign featuring former NFL player Terry Crews demonstrating how men can smell like power, Procter & Gamble says.
Personal-care companies, and particularly small brands and newcomers to the game, must take risks, inspire change and captivate consumers’ imagination in order to make an impact, industry visionaries suggested at the HBA Global Expo in New York.