Brand power could be defined in a number of ways, but ultimately each definition will mean very little if it doesn’t translate into sales growth for the product. Only one of either Dos Equis Beer and Old Spice deodorant has had consistently good sales although Fast Company reports both have good sales. While Old Spice’s “The Man Your Man Could Smell Like” (Isaiah Mustafa) has attracted more than 94 million views on YouTube and more than 630,000 Facebook fans, retail market intelligence organization a SymphonyIRI found that sales of Old Spice Red Zone body wash recently fell 7 percent. Jonathan Goldsmith plays “The Most Interesting Man within the World” which has created very consistent sales base for Dos Equis.
Procter and Gamble did better overall
According to the SymphonyIRI study, Old Spice parent company Procter and Gamble did experience sales growth for men’s products overall. Mustafa is not why the company says they’re doing so well. Rather, the company claims that an aggressive, high-value coupon campaign helped its brand power. In just four weeks, Gillette sales increased 227 percent and Nivea Men increased 63 percent. Old Spice did really well at first with a 106 percent increase but then fell after that.
Experience is what makes the main difference
Go ahead and search YouTube or the web for, “The Most Interesting Man within the World.” He is a man of the world who has experienced life. He is a smooth talker. Instead of trying to be just good looking like Mustafa’s Old Spice Guy, Goldsmith’s character seems to have experience with age. And this has helped Dos Equis’ brand power a great deal. Brand manager Ryan Thompson told Fast Company that sales of Dos Equis rose by 26 percent since January 2010 alone. This has been around for two years rather than just just lately. Goldsmith and Dos Equis began their partnership in 2006. “We’re now the fastest growing beer import within the country,” says Thompson.
Infinite experience versus fleeting promise
Experience is all that is brought with “The Most Interesting Man within the World”. His simple wisdom speaks to both sexes. ”The Man Your Man Could Smell Like” only relates with women and homosexual men and promises there can be joy with it. A pleasurable moment doesn’t in itself translate into a life well-lived. ”I think the campaign is so successful because every man, including me, would like to be like him,” is what Goldsmith explained to Fast Company in an interview. Experience has proven to be a huge cash advance loans for Dos Equis. Men choose the “Most Interesting Man” not merely for a moment, but for all time. It always seems better when you have truly lived and then give advice.
Further reading
Fast Company
fastcompany.com/1674547/the-most-interesting-man-in-the-world-dos-equis
Saving money, thanks to the Least Interesting Man in the World
youtube.com/watch?v=BhJPJ2qnLwk
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