Marketers for Unilever's Faberge make thrifty use of the Super Bowl stage with 15 seconds of open-wheel racing and comparative claims for Power Stick deodorant.
Larger rival Gillette also appeared in 1991, with a 30-second buy courtesy of BBDO, and escalated in 1993 with the big-stage anthem "All the Men" and the introduction of SensorExcel. Power Stick and agency Lintas, meanwhile, enlisted tennis champ Jimmy Connors for an $18 million ad campaign in 1992. But the brands would not go head-to-head again in the Super Bowl, and diverged strategically over time as A.P. Deauville acquired Power Stick to sell as a value brand and Procter & Gamble bought Gillette. P&G continued Gillette's heavy ad spending, while Power Stick turned toward word of mouth, as explained on a later website:
Our Power Stick Advertising is YOU!
You buy it. You like it. You tell your friends. Your friends tell their friends. Your girlfriend tells her friends. They all buy some and smell fantastic and as a result, that helps them make more friends who tell their friends -- and so on and so on -- until:
Everyone Becomes an Overnight Olfactory Sensation!
…and the whole world is a better place!
BRAND: Faberge Power Stick
QUARTER AIRED: Q2