Tide Wins The Super Bowl - who would have predicted that?

It was such a brilliant premise - every Super Bowl ad is a Tide ad, because everyone in them is wearing clean clothes.  Of course they are! 

It was a clear message, cleverly executed.  But it got even better as they returned to it several times, throughout the game featuring favorites such as Mustafa from Old Spice.  (Come to think of it his pants were very white.) And Sexy Mr. Clean - also very white.  And of course both brands are owned by Proctor & Gamble, as is Tide, so they got in a few extra plugs along the way. 

But mostly they left me feeling that if I want my whites to be whiter, Tide is the ticket.  Awesome communication.  And, it definitely broke through.  It was awarded a Super Clio - for best of game, and was number one on AdWeek's list of best spots. (Nudd, 2018) Everyone else's too.

According to Talkwalker, Tide was the number one brand mentioned on the Internet during the game garnering 163,800 mentions.  And only 11,000 of those concerned the Tide Pod Challenge.  Hmm. (Johnson, 2018)

That is of course the elephant in the room.  And there was much speculation that Tide's decision to go all in on the Super Bowl was an attempt to counter the negative dialog stirred by this dangerous fad.  But I suspect that it was also about trying to halt the long term decline in sales for their premium brands. 

Hats off to Saatchi NY.  I'll be curious to see if it works.

Nudd, T. (2018, February 6) Tide Wins the Super Clio for Best Ad Campaign of the Super Bowl.  adweek.com.  Retrieved February 7, 2018, from

http://www.adweek.com/creativity/tide-wins-the-super-clio-for-best-ad-campaign-of-the-super-bowl/

Johnson, L. (2018, February 5) Tide's Spotless Super Bowl Campaign, as Seen From Inside the Brand's War Room.  adweek.com.  Retrieved February 7, 2018, from.

http://www.adweek.com/digital/tides-spotless-super-bowl-campaign-as-seen-from-inside-the-brands-war-room/

But is Mustafa moving product?

7/29/10

Isaiah Mustafa, Old Spice pitchman extraordinaire, is winning advertising awards, breaking YouTube records, and spawning massive amounts of viral videos, but is he selling any Old Spice?

Yes he is. The brand began to reverse share losses as soon as the campaign began airing in February, and sales were up 95% from mid-March to mid-June. They’re up 106% from mid-May to mid-June, which suggests that results are accelerating in sync with the campaign. It will be interesting to see what the sales figures look like for July, since 100 million people viewed the personalized videos in the first six days that they aired. (Neff, 2010)

While some have suggested that success lies at least partially with an aggressive couponing campaign that has been running simultaneously with the effort, I disagree. This campaign began with a brilliant consumer insight, i.e., many men use whatever soap is in the shower. This led in turn to the decision to target women, to convince them to buy the product for their men, and thanks to a very cheeky bit of creative (a tip of the hat to Wieden & Kennedy) a legend is born. I for one, can’t wait to see how things turn out. Stay tuned!

Neff, J. (2010, July 26). How Much Old Spice Body Wash Has the Old Spice Guy Sold? adage.com. Retrieved July 28, 2010, from http://adage.com/article?article_id=145096

Metro Sexuals vs. Machos; Part II

For your reference, here are links to the commercials discussed in the previous post.

http://www.youtube.com/watch?v=IuexzKkMIDc&feature=pyv

http://www.youtube.com/watch?v=owGykVbfgUE

Enjoy!
Prof. Lehrer

It’s metrosexuals versus macho men.

3/10/10

Dove’s introduction of Dove Men+Care has created quite a stir, at least within the industry. The recent launch of this line for men with sensitive skin has prompted competitors to tout the superior manliness of their own products. Old Spice is urging women to get their men to stop using “lady-scented body wash”, while Gillette is saying “Just because it says it’s for men doesn’t mean it is.” (Neff, 2010)

It’s an interesting debate. And where men net out will likely depend upon their own self image. My husband for one, rejected the Dove Men+Care proposition in its entirety, based on his belief that he needs a strong soap. (Ok, he is an Irish Spring loyalist.) But, I know several men with sensitive skin, who were already using Dove products before the launch.

Which group are you a part of? Do you relate to the Dove Men+Care positioning? Or are you sticking with a more macho brand?

Neff, J. (2010, March 8). Male Call: Marketers Jump of Men’s Grooming Trend. Adage.com. Retrived March 10 2010, from
http://adage.com/article?article_id=142655