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Why didn't the "Old Spice guys" marketing campaign work for Old Spice in terms of increasing sales?

We know that the marketing campaign was a large success - but it did almost nothing to help sell the product. Why was that?
Answer:

Apparently, the articles claiming the campaign didn't boost sales were using an outdated figure. The latest news I've seen says Old Spice sales have increased. "According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent." http://adweek.blogs.com/adfreak/2010/07/hey-old-spice-haters-sales-are-up-107.html

Brittany Darwell at Quora Visit the source

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