Brand power could be defined in numerous ways, but ultimately each definition will mean very little if it does not translate into sales growth for the product. Both Dos Equis beer and Old Spice beer have great sales with their online advertising, but only one of the two companies is consistently doing well. Old Spice Red Zone body wash fell 7 percent although you will find 94 million views on the YouTube video and 630,000 Facebook fans for “The Man Your Man Could Smell Like” done by Isaiah Mustafa. Dos Equis has had very good sales considering their commercial called “The Most Interesting Man within the World” which stars Jonathan Goldsmith.
Procter and Gamble did better overall
The Symphony IRI study reports that Old Spice’s parent company, Procter and Gamble, had quite steady and stable growth when it came to sales then either of the other companies. Yet it does not attribute the growth to the presence of the sculpted Mustafa. Rather, the company claims that an aggressive, high-value coupon campaign helped its brand power. In just four weeks, Gillette sales increased 227 percent and Nivea Men increased 63 percent. For months, old spice was studied. It increased 106 percent at first but fell quite a bit after that.
Experience is what makes the main difference
Go ahead and search YouTube or the web for, “The Most Interesting Man in the World.” He is a man of the world who has experienced life. He tends to be very confident in himself. Rather than being a slick, sculpted young man like Mustafa’s Old Spice Guy, Goldsmith’s character extols the value of experience that only time can bring. Dos Equis has had incredible sales since then. Brand manager Ryan Thompson told Fast Company that sales of Dos Equis rose by 26 percent since January 2010 alone. This has been around for two years instead of just lately. In 2006, Goldsmith and Dos Equis began working together. ”We’re now the fastest growing beer import within the country,” Thompson explained.
Is experience better or promises
Experience is all that is brought with “The Most Interesting Man within the World”. Men and Women both can identify with him. “The Man Your Man Could Smell Like,” who’s likely directed at female shoppers and homosexual men, purrs the fleeting promise of pleasurable experience, possibly through fantasy wish fulfillment. Pleasure doesn’t mean your life could be wonderful. 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 each man, including me, would like to be like him”. Evidently All Dos Equis needed is experience for a cash advance. Men choose the “Most Interesting Man” not merely for a moment, but for all time. It always seems better whenever 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
