Mightier Than The Pen

Making The World A Bitter Place

“Backwash” Body Soap Selling Poorly

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shampoo bottleRochester, NY, May 29 – Procter and Gamble executives expressed disappointment this week when initial sales figures fro their new Backwash body soap proved negligible.

Company analysts had expected the product to sell relatively well on the strength of the product’s novelty and a campaign targeting the coveted 25-35-year-old demographic. However, the campaign seems to have little effect, and retailers are reporting only a handful of sales throughout the Northeast and Midwest regions.

The Backwash campaign highlights the product’s enzymes, which are suspended in a special formulation containing certain proteins such as amylase, which breaks down a set of common but complex organic molecules. The body wash produces a thicker, frothier foam when water is scarce, a contrast with other shampoos and soaps that froth best with a higher minimum level of moisture. The dry frothing was a feature that the company had hoped would translate into a selling point, emphasizing the water-saving advantages that Procter & Gamble calculated would appeal to the ecologically-minded Millennial demographic.

“We don’t yet know exactly where we went wrong,” said brand manager Abel Spitz. “The focus groups were pretty clear on the fact that this body wash’s features were promising, and that the design and color of the packaging was eye-catching and bright. We had a fabulous slogan for the ad campaign, so it’s going to take some more granular data analysis to get to the bottom of this.” The “Spray It, Don’t Say It” campaign launched in February, with ads on billboards, in print media, online, and a sprinkle of spots on network TV.

Spitz hopes his other brands make up for the losses generated by the Backwash failure. He also oversees a whitening toothpaste called Tartar Sauce and a nasal decongestant called Gland Opening. Even if they do well, says Spitz, “this one is hard to swallow.”

 

Also see PreOccupied Territory.

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Written by Thag

May 29, 2014 at 3:44 pm

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