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Food rival Unilever competes in a supermarket aisle and on Wall Street where this stock prices are almost identical.
One -- felt you know leader -- sales over the years as I can't believe it's not butter.
Romance novel cover -- Fabio help make I can't believe it's not butter -- well known brand with a series of popular television commercials but now it's gone viral with an online.
Whether -- marketing campaign and I caught it wouldn't Weaver senior marketing director.
Keep will be there also TV host and sugary frontman Mark McGrath who costars in these -- so it's and Tom Christian and in advertising creative director a -- by asking -- why the brand is going on line.
-- about popular culture we know that our consumer loves to interact with celebrities.
They love gossip they love access and so we just find a way to introduce spiritually too popular culture come these political -- -- you see him more more over the last two years is there reason for that.
Yeah I think you know marketers and in products they -- to be relevant to consumers.
And the best way to do that is to link in the pop culture.
And what's more pop culture these days in politics everybody's talking about it it's almost like sports now mark.
I Campbell it is now butter in Iraq start doesn't necessarily go together how does it with the how did you come up with this and get involved you know -- asked me to be involved -- -- -- -- it take on the sprays his city obviously being sex in the city.
They had Perez Hilton involved Tim Gunn from Project Runway it seem like a really fun way.
To get the message out for the consumer and you know if you're not putting created content on your website you're not trying.
I'm talking entertaining contest and I was is honored to be part of -- -- had so much fun last -- let's do it again.
But obviously this year's election year when they decided to -- Make Spitzer went for president of your free agent who doesn't need changing their Prince Charles I do you do that -- all -- -- I think that it doesn't live free or not I.
This the fourth -- that you guys have done this have you measured the success -- -- we're we look at it several different ways we look at our sales volume and that's been very positive for us.
As you -- brand recognition is very important we saw a 50% increase last year.
And very importantly we look at the amount of time people spend on the web site.
So even this year for example going to live a very short time but people have come to the web -- that spent time looking at eight pages.
And they spent seven minutes or more we can't get that kind of relationship with them anywhere else you know I think that's really one of the big things going on in America right now you hear about Internet -- the television Google taking over the world.
These digital ad campaigns.
Are they gonna just continue to grow on us like this -- -- just the absolute wave of the future.
Yet pop culture is moving from television used to be we all talked about that television show that was -- last night that everyone saw because -- only three.
Networks and now it's about.
Just dispersing of content and pop culture has moved into many different niches and and -- to the web.
And you've got to make the story the story telling really relevant and really funny and really grab pieces that someone will pass on to a friend mark.
-- falling that's some pretty big footsteps there -- -- I mean I'm fine.
What do you think do you think you get overtaken as the basin of Mike Campbell it is not butter I cannot do have a -- don't worry about that I can't hit it possible Charles you can ask me TI always defer to -- via the long flowing -- and I think I -- not LA and -- -- -- -- -- why he's up to 400 -- so if -- always be.
The premier phase -- I can't believe it's not -- hope they can get a little little traction on that the web series which and have a fun time doing.
And I think I was involved in the visits with basically destroyed by not paying attention to the web you know the record industry and so I think it very Smart what they're doing and you need to put entertaining content out there.
To do talk to the kids today I talk to the kids without -- Internet but not my record anymore.
Are you already thinking about what you next campaign's going to be from -- year.
We -- wait until the the next year comes around a little bit to see what's popular at the time how about the adventures of a business contributor -- a brand new patent.
You guys wanted to.
I imagine that might be an opportunity to work as well I don't think all three you guys much success and congratulations thank you votes Rachel dot com got it.
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