Tesica Brown’s sticky saga has been a branding bonanza for Gorilla Glue – sales of which have reportedly skyrocketed.
Amazon search volume of industrial-strength adhesives increased by 4,378 percent and its best seller rank increased 129 percent, Advertising Age Reported, Citing e-commerce analytics site Profito.
According to the magazine, a month ago in February, a Google search for the Glu company also jumped 50-fold, stating that data sales had increased significantly.
Ed Age reported that in the midst of all the free publicity, Gorilla Glue – who has expressed his sympathy for Brown, who got the powerful gun removed for free by Beverly Hills plastic surgeon – spent almost nothing on the ads.
The magazine reported that the brand spent just $ 411 on TV in the first half of February, while Pathmatics showed no digital spending by the company during the month.
Last year, Cincinnati-based Gorilla Glue spent $ 400,000 during the first two weeks of February as part of a $ 14.4 million advertising effort, citing iSpot figures.
CEO Mark Mercurio told Ed Age in an email that the company had not changed its media plans in response to a social media outburst about Brown’s hair crisis, but declined to comment further.
On February 8, the brand – which prepares its product for the “toughest jobs on planet Earth” – noted that its product is not indicated for use on hair, skin or clothes.
“The bad news of the brand was their good news,” reported Robert Pasikoff, founder and president of Advertising Brand Consultancy.
“Nobody died. This is one of those things where from a brand perspective, almost everyone is saying, from a rational point of view, you should probably see what you’re putting on your head, “he said.
CPG Camp managing director Brian Dolan, who provides marketing training from brand leaders, told Major that Gorilla Glu’s actions “seem right at the moment.”
“They have a lot to lose by looking careless or worse to capitalize on the situation,” he said.
Dolan stated, “Issuing instructions for use, expressing sympathy for the victim and advising solutions, while temporarily stopping any media, appoints him as a responsible advocate for brand safety.” Dolan said.
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