Brand power doesn’t at all matter unless it means there can be more sales and growth. 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 in the World” which has created very consistent sales base for Dos Equis.
Procter and Gamble did better overall
Procter and Gamble which is the Old Spice parent company, had better sales shown reports Symphony IRI study. The company doesn’t believe that Mustafa is the reason why their products are growing in sales. Rather, the company claims that an aggressive, high-value coupon campaign helped its brand power. There was a 63 percent increase in Nivea Men and a 277 percent increase in Gillette for Procter and Gamble in a small, four week period. Old Spice did really well at first with a 106 percent increase but then fell after that.
Experience is what individuals want
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 tends to be very confident in himself. Rather than trying to be just good looking like Mustafa’s Old Spice Guy, Goldsmith’s character has experience with age. And this has helped Dos Equis’ brand power a fantastic deal. Even since January 2010, there has already been a 26 percent increase, reports Ryan Thompson who spoke to Fast Company. Keep in mind that this campaign isn’t just getting off the ground; it’s been around in earnest for two years. Goldsmith and Dos Equis began their partnership in 2006. ”We’re now the fastest growing beer import within the country,” Thompson explained.
Experience or promise
“The Most Interesting Man within the World” brings infinite experience, never jaded. His simple wisdom speaks to both sexes. There is a promise of pleasure with “The Man Your Man Could Smell Like” although it is only marketed towards girls and homosexual men. Apparently pleasure is not enough for someone. Goldsmith, a veteran television actor, showed some simple wisdom of his own when he told Fast Company that when it comes to Dos Equis, “I think the campaign is so successful because every man, including me, would like to be like him”. Dos Equis has gotten a cash til payday from experience seems like. The “Most Interesting Man” wins because he gives advice lasting for all time. It always seems better when you have truly lived and then give advice.
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
