Not Your Grandfather’s Under Arm

Business Week is reporting on Old Spice’s attempt to sell the old brand to a new breed. Maybe this P&G brand ought to run ads on pizza boxes. In another story from Business Week, the venerable business mag describes the allure of the new cardboard medium:
“…with pizza, ‘everybody is happy to see it.’ Indeed, Americans eat more than 100 acres of pizza a day, according to the Web site, which has prepared a fact sheet on the ubiquitous pie. Plus, pizza is a favorite with the demographic long coveted by advertisers, the 18- to 34-year-olds. A large box is typically viewed by three to four people at a time. And particularly at bachelor households, pizza boxes tend to stick around for weeks.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.