New Old Spice guy Fabio rejected by fans for lacking the appeal of the former Old Spice guy Isaiah

New Old Spice guy Fabio rejected by fans for lacking the appeal of the former Old Spice guy Isaiah

Tags: Old Spice
Old Spice's recently changed Old Spice guy, Fabio, has not received a favourable response from fans who say they prefer the "sexier" former Old Spice guy Isaiah Mustafa. Male consumers are especially negative, suggesting the new image does not resonate with fans' expectations.
Calvin Klein highlights pros and cons of using established Facebook communities to support sub-brand repositioning

Calvin Klein highlights pros and cons of using established Facebook communities to support sub-brand repositioning

Calvin Klein’s CK One campaign shows that using a universal Facebook page to support repositioning of a sub-brand has both benefits and disadvantages. Loyal Calvin Klein fans on the established Facebook community respond positively to updates about the new activity. However, fans’ enthusiasm for the parent Calvin Klein brand means responses are often off-topic, as consumers treat posts about the repositioning as an opportunity to praise Calvin Klein overall.
Consumers discuss “switching supplier” after British Gas price increase announcement

Consumers discuss “switching supplier” after British Gas price increase announcement

WaveMetrix show that following the announcement of a 7% increase in British Gas prices, consumers are “considering switching” to a “cheaper deal” either with a “new supplier” or a “cheaper British Gas tariff”.
Social media criticism says new Gap logo “damaged brand reputation”

Social media criticism says new Gap logo “damaged brand reputation”

The negative social media response to the new Gap logo shows that it is important to test consumer reaction to important brand events before launch. Consumers were unimpressed with the “cheap” logo and the “out of touch” reaction by Gap to the criticism. Some explicitly state that the issue has “damaged brand reputation”.
BT crowdsourcing engages consumers, but reactions to the campaign are mixed

BT crowdsourcing engages consumers, but reactions to the campaign are mixed

WaveMetrix analysis shows that BT's crowdsourcing engaged consumers by letting them vote on the storyline for a new BT advert. However, reaction to the new ad is mixed, showing that crowdsourcing doesn't necessarily lead to widespread public affection for the brand or campaign.
Burger King uses social media to bury takeover talk

Burger King uses social media to bury takeover talk

WaveMetrix analysis demonstrates that, in times of uncertainty, intelligent use of social media can refocus consumer discussion towards positive aspects of the company
Users switch readership as Times paywall goes live

Users switch readership as Times paywall goes live

Following the implementation of The Times paywall this week, the majority of online consumers indicate they will discontinue their readership. 71% of analysed users who indicate purchasing intent say that they would not pay to read The Times content.
Pepsi to leverage Mountain Dew fans in UK re-launch

Pepsi to leverage Mountain Dew fans in UK re-launch

Mountain Dew is to be re-launched in the UK this month following an absence of 12 years. Pepsi plan to reduce their marketing spend by leveraging current brand advocates in the launch.