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Rafael Grillo
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Rafael A. Grillo is a marketing and brand strategy consultant with more than 20 years of international experience in the field. He is constantly gaining deep insights and understanding into the values, aspirations and lifestyle of different consumer segments, who ultimately determine what... More
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  • Procter & Gamble: Old Spice's amazing turn-around  0 comments
    Aug 24, 2010 7:55 PM | about stocks: PG
    Procter & Gamble (PG) has done a fantastic job in revitalizing an old brand, Old Spice. The "Manly Man" campaign with its tongue-in-cheek attitude and bigger than life character has put Old Spice back in the minds of consumers. What is most commendable is the brilliant activation of the campaign via an integrated social media strategy. The following note from Entertainment Weekly's digital newsletter tells the story.

    And the MVP award for increase in body wash sales (not to mention buzz for marketing firm Wieden + Kennedy) is…the manly man himself, Old Spice guy Isaiah Mustafa. The 71-year-old brand’s current campaign, which includes hilarious TV ads and viral videos, is not only the talk of the town, it’s also being lauded as the reason behind an incredible 107% jump in sales. If you haven’t yet experienced "the man your man could smell like," check out this gem, where the shirtless wonder proposes to a woman on behalf of one of his Twitter followers.

    P&G knows how to manage brands, how to do effective advertising and how lead the future embracing the zeitgeist. Needless to say, this is a company that deserves a spot in everyone's portfolio.

    Disclosure: No positions
    Stocks: PG
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