Name: The fight of the brands: Old Liven vs . Responsable. By: Neff, Jack, Advertising and marketing Age, 00018899, 11/17/2008, Vol. 79, Concern 43 Repository: Communication & Mass Media Full
P& G, Unilever declare respective items are up and rival's are straight down One of the glorious achievements in the Jim Stengel era atВ ProcterВ & В GambleВ Co., for least in accordance to Sean Stengel, has been the rebound ofВ OldВ SpiceВ in the challenge for minds and brains of guys. P& G's former globalВ marketingВ officer was i am so happy with theВ old-school brand's success that this individual madeВ OldВ Spiceimagery a cornerstone of his valedictory address towards the Association of National Promoters last month, acting in a model commercial for a mock physique wash-OldВ SpiceВ " Ordinary Star. " And, in an address weekly earlier into a University of CincinnatiMarketingВ Summit, he made the case intended for the climb ofВ OldВ SpiceВ and fall of its nemesis Unilever's Axe much more forcefully, declaring: " OldВ SpiceВ was in drop. They've right now turned that around. Is actually growing. Responsable has not simply stopped growing. Axe is at decline. " Unilever, of course , begs to vary.
Needless to say, will be certainly some controversy about that within a battle which has been a flashpoint in the global struggle among package-goods behemoths. Unilever says Axe continues to grow in physique spray and beyond, recently with the start of Darker Temptation body spray. UnileverВ MarketingВ Director Sam Chadha added in a statement: " We avoid spend a lot of time thinking aboutВ OldВ Spice. " Although Mr. Stengel does-or at least did. Now operator of agency Jim Stengel LLC, this individual pointed toВ OldВ SpiceВ on his way to avoid it the P& G door as a shining application of his " goal brands" procedure. " Ahead of [OldВ Spice] learned its purpose, " Mister. Stengel explained in his Cincinnati oh. talk, " we were, truthfully, chasing Axe. вЂ¦ It's rather a very hot brand, a really provocative company, andВ OldВ SpiceВ was sort of trying to simulate that. " Mr. Stengel helped engineer a swap from longtimeВ OldВ SpiceВ agency Saatchi & Saatchi to independent...