Comments on: The market IS a conversation – Why Kotex is winning vs Old Spice http://www.fastforwardblog.com/2010/07/27/the-market-is-a-conversation-why-kotex-is-winning-vs-old-spice/ Fri, 28 Oct 2011 01:28:22 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Commentatin' http://www.fastforwardblog.com/2010/07/27/the-market-is-a-conversation-why-kotex-is-winning-vs-old-spice/comment-page-1/#comment-303467 Commentatin' Tue, 27 Jul 2010 20:03:46 +0000 http://www.fastforwardblog.com/?p=5268#comment-303467 Thanks Rob -- totally fair correction and I wish others who've written off Old Spice would be as transparent as you've been. Here's a great rundown on all we know about the numbers so far: http://www.brandchannel.com/home/post/2010/07/23/Media-Quick-To-Label-OLd-Spice-A-Failure.aspx Again, I think the Kotex campaign is excellent. I've also been debating this notion of what "success" is and how tied it is to creating authentic conversations, a la Kotex. You're absolutely right that Kotex is a much more "real" dialog in the service of the brand, but I wonder if that makes it more "right" than the Old Spice campaign. At the end of the day, it seems like we've got 2 different campaigns executing two different strategies, both of which are garnering good attention for their respective brands. One might be more "quick-hitting" and one might be deeper and more long-lasting in its character, but this wonderful "new" world of advertising has room for both, doesn't it? As a disclaimer, I have nothing to do with either campaign, agency, parent company or individual brand -- just a fan of both. Thanks Rob — totally fair correction and I wish others who’ve written off Old Spice would be as transparent as you’ve been. Here’s a great rundown on all we know about the numbers so far:

http://www.brandchannel.com/home/post/2010/07/23/Media-Quick-To-Label-OLd-Spice-A-Failure.aspx

Again, I think the Kotex campaign is excellent. I’ve also been debating this notion of what “success” is and how tied it is to creating authentic conversations, a la Kotex. You’re absolutely right that Kotex is a much more “real” dialog in the service of the brand, but I wonder if that makes it more “right” than the Old Spice campaign. At the end of the day, it seems like we’ve got 2 different campaigns executing two different strategies, both of which are garnering good attention for their respective brands. One might be more “quick-hitting” and one might be deeper and more long-lasting in its character, but this wonderful “new” world of advertising has room for both, doesn’t it? As a disclaimer, I have nothing to do with either campaign, agency, parent company or individual brand — just a fan of both.

]]> By: Rob Paterson http://www.fastforwardblog.com/2010/07/27/the-market-is-a-conversation-why-kotex-is-winning-vs-old-spice/comment-page-1/#comment-303465 Rob Paterson Tue, 27 Jul 2010 19:40:29 +0000 http://www.fastforwardblog.com/?p=5268#comment-303465 commentatin - I have added your comment to the end and I have added a note right under the quote about the OS campaign commentatin – I have added your comment to the end and I have added a note right under the quote about the OS campaign

]]> By: Rob Paterson http://www.fastforwardblog.com/2010/07/27/the-market-is-a-conversation-why-kotex-is-winning-vs-old-spice/comment-page-1/#comment-303464 Rob Paterson Tue, 27 Jul 2010 19:29:16 +0000 http://www.fastforwardblog.com/?p=5268#comment-303464 Commentatin - You are right - what I had was what I had - I have already added a PS as a caution Commentatin – You are right – what I had was what I had – I have already added a PS as a caution

]]> By: Commentatin' http://www.fastforwardblog.com/2010/07/27/the-market-is-a-conversation-why-kotex-is-winning-vs-old-spice/comment-page-1/#comment-303449 Commentatin' Tue, 27 Jul 2010 17:25:19 +0000 http://www.fastforwardblog.com/?p=5268#comment-303449 Rob, love both of these campaigns and agree that the Kotex campaign should get way more credit and press, but people have got to STOP citing these SymphonyIRI numbers in reference to the Old Spice campaign. They measure the year ending June 13th, 2010, a full month BEFORE the viral/social aspect of the Old Spice campaign even started. Not only that, they include 7 full months of sales data BEFORE the tv even ran. I recognize you're just quoting from other reporting, but you ought to stop and consider whether you should perpetuate the incorrect conclusion that a campaign isn't working by including PRE-CAMPAIGN sales data as your evidence. And guess what else? According to sales data released by Nielsen in the last few days, the body wash sales are actually up 52% over 3 months and 107% over the last month. Let's all wait and see data from AFTER the campaign ran before we start drawing conclusions. Seems to be that would be fair. Rob, love both of these campaigns and agree that the Kotex campaign should get way more credit and press, but people have got to STOP citing these SymphonyIRI numbers in reference to the Old Spice campaign. They measure the year ending June 13th, 2010, a full month BEFORE the viral/social aspect of the Old Spice campaign even started. Not only that, they include 7 full months of sales data BEFORE the tv even ran. I recognize you’re just quoting from other reporting, but you ought to stop and consider whether you should perpetuate the incorrect conclusion that a campaign isn’t working by including PRE-CAMPAIGN sales data as your evidence. And guess what else? According to sales data released by Nielsen in the last few days, the body wash sales are actually up 52% over 3 months and 107% over the last month. Let’s all wait and see data from AFTER the campaign ran before we start drawing conclusions. Seems to be that would be fair.

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