The Oz asks the tough questions about Old Spice guy
September 20, 2010 11:05
The back page of today’s Media section of The Australian poses a tough question.
Dr Mumbo is happy to offer a clue for anyone who’s stuck: Look in his hand.
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Much as I hate to defend anything in The Australian, if you read the article you’ll find it refers to the product not being available in Australia …
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If you read the article you’ll find the “where’s the product?” question refers to the fact the product isn’t offered on Australian supermarket shelves despite its popularity in Australia from seeing the work virally
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You can buy Old Spice at a Discount Chemist. Not all cosmetics are available in the supermarket.
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so true! this posts remind me of that slip up area of the back of Choice Magazine! Classic
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Disclaimer – i haven’t read the article – but given the comments above from Benster and WTF, it would seem the point is that The Australian have missed the slight difficulty that you have in targeting viral activity. On the other hand, what better way to soften up the entire english speaking market worldwide (and some that don’t speak English) to launch products into – imagine the level of brand awareness for the product without spending a cent on paid media.
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It’s as if there’s a new way of creating interest and demand.
A way without borders.
A way that drives brand engagement through a blinding idea that will consume our consumers above any specific product attributes.
Then we leverage every single media we can afford, to spread this idea in the best way that medium can. Some of these mediums may cross streets, counties, states and continents.
I declare we call this marketing. Effective marketing.
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I didn’t think 107% was that amazing by the way – doubled but from a low base one would have thought.
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Hope all this Old Spice attention gets P&G to actually support the brand in Australia!
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