Centers of Excellence: Integration

P&G is not the first company one would think of when it comes to humor in marketing, and yet in the past few months they have proved that they do have a funny bone and hope consumers are laughing all the way to the shelves.

Last month’s Isaiah Mustafa for Old Spice You Tube campaign has certainly garnered plenty of attention – industry-wide and among consumers.  Old Spice sales are up, whether it’s thanks to the campaign or the couponing, is still being debated.  My guess is it’s probably both – just as a true integrated marketing campaign should deliver.

This week’s announcement of Head & Shoulders insuring Pittsburgh Steelers safety Troy Polamalu’s trademark hair for $1 million follows the humorous and integrated blueprint.  In addition to the PR announcement of the Lloyd’s of London policy, there is the www. troyshair.com web site featuring free samples, games and sweepstakes and we hope plenty of other NFL-oriented support still to come this season.

P&G has taken their sponsorship of the NFL and the Players Association to new levels with Troy and Isaiah and created appeal for not only the traditional male NFL fan, but the female P&G consumer as well.  And that’s not, funny, that’s smart.