Adjab reports on the great Tide to Go tie-in with Martha Stewart - The Apprentice and Madison + Vine declares:(if anyone has the text of this article, please send and I'll post)
Procter & Gamble Co.'s brand integration campaign for Tide to Go on "The Apprentice: Martha Stewart" doubled sales of the product, according to the company.
I'm only too happy to share this news and kudos for the integrated approach deployed (see Adjab article for details)
Now here are some thoughts to ponder:
- If product placement/brand integration is so successful, why the hell is NBC canceling the show?
- Is this not clear evidence that we need a new way to measure the impact, effectiveness, engagement etc of content on TV? Reach was clearly not considered to be enough to save this program and yet here is the same program doubling sales for Tide To Go...
- That said...let's go back to the issue at hand. Are successes like these the exception or the norm?
- And to follow on from the previous point...a CPG product (especially a new launch) is perfectly placed within a Martha-branded environment. Would this have been as successful on The Donald's version. I say unequivocally, NO!
When all is said and done...I still find it hard to conclude from this case study that branded entertainment is a scaleable and long term solution. The success of this product is due to....THE PRODUCT. Tide-To-Go is a fantastic product - it's new, newsworthy, fills an unmet need and almost sells itself. Absolutely, TV should be a critical component of the media buy...I'm just not sure it screams branded entertainment versus terrestrial advertising, or if a new marketing solution wouldn't/couldn't have provided a more effective outcome.
In summary: kudo's to Tide/P&G; kudo's to Martha; raspberry to everyone else.
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