Smells Like Blog Spirit
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Written By Reprise Media | May 2, 2005 | Share This
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Axe may just get the axe, if Proctor & Gamble has anything to do with it. In an effort to compete with the top-selling Unilever brand, P&G is launching its first-ever marketing blog, aimed at enticing teenage girls. SparkleBodySpray.com is part of a multi-pronged effort that includes free samples, iPod giveaways, and cross-promos with ‘tween brands such as Limited Too.
Before you scoff at this ‘hey, we’re hip to you kids’ marketing attempt, consider this: Secret is the only women’s deodorant brand that realized an increase in sales over the past two years. Maybe they know what they’re doing. Also, the ‘tween market continues to be hot, with body sprays serving as a safe entry point for girls whose parents aren’t quite ready to have them graduate to heavy makeup and perfume.
Of course you could say we’re biased, but hearing everyone ripping apart marketing-oriented blogs is getting a little old. Granted they’re sometimes cheesy, granted they can do more harm to a brand than good, but so can ads in any type of medium - magazines, TV, etc.
When well-executed with clever content, these blogs can make for very viral way of spreading your message. The Onion is built on the premise of being fake news, but no one ever gets torqued off over that. Maybe it’s time to stop taking the medium quite so seriously.
Topics: Blogging |
Amen! I’ve been really shocked lately at all these attempts to box blogs into some sort discrete classification of communication. The great thing about blogs is they can be whatever you want. I thought that was the beauty of them in the first place! Great post.