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For the past couple of weeks, the online and offline world was buzzing with a mystery shampoo that promised to solve all hair problems. A website sprung up, so did a Facebook Event, and ordinary women and celebs flocked to malls to wash their hair with the mystery shampoo.
And just as people were waiting for the mystery to be revealed, Dove hijacked the campaign, claiming: “There is no mystery. Dove is the No. 1 shampoo.”
The next day, it turned out the mystery shampoo caught napping was actually Pantene. Smart way to confuse consumers, eh?
Speaking Chic says: In this dog-eat-dog world, what’s ethical and what isn’t is kinda hazy, isn’t it? Either ways, may the better shampoo win!
What do you think of Dove’s marketing strategy? Was it super clever or super catty?
2 comments / Add your comment below
Hats off to the guys at HUL and O&M who managed to turnaround their ambush within a week!
Yup, it’s so smartly done, I almost feel bad for P&G!