Just in case you didn’t read Jack Neff’s AdAge item about the Old Spice campaign, here’s your summary: The YouTube views were dandy, Isaiah Mustafa is the man but the actual sales of Old Spice body wash declined by approximately 25 percent. Well, here’s the rather generic response from the P&G brand:
“Since the well-known “Responses” campaign last July, Old Spice has strengthened its market position and delivered solid growth in the high single/double digits.
The Ad Age mention of a sales decline of 24 percent refers only to Old Spice Body Wash, a small part of our portfolio. The Old Spice brand overall continues to deliver solid growth.”