The brand managers at P&G have done it again!!
This time, with a new series of commercials in which Old Spice partners up with (or rather intrudes on) other P&G products to kill two birds with one stone.
PRO: Other brands such as Bounce and Charmin can benefit from Old Spice's positive aura to receive more attention and credibility. It's also possible that the halo effect works in the opposite direction to encourage moms, who are familiar with Bounce and Charmin, to instill trust in Old Spice.
CON: Mom is the main shopper for a household, but she likely won't choose a specific deodorant for the males in her family without first consulting them on preferences. While mom maybe interested in the Bounce and Charmin portions of the commercial, she probably wouldn't be able to make a decision on Old Spice simply from watching the ad. On the other hand, males who might be interested in Old Spice may change the channel before the commercial progresses to the section that they would find relevant. People have short attention spans and tolerance for commercials these days, so marketers have to be fast to compete for eyeballs.
I think these collaboration commercials are very amusing.
It would be fascinating to track how they impact sales.
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