Ann: Bodyguard Results, page-106

Glass half full perspective...
1. Results are positive
2. Product is new and unique in substance and delivery
3. P&G will use its creative marketing machine to uplift the perception... isn't this what all consumer companies do? As long as it produces proven results, and is highly marketable, then the marketing machine will take care of the rest? Was it Herron who recently got pinged for selling panadol in 'targeted packaging', one for head, shoulders, knees and toes, yet all worked exactly the same way?

If the market is big enough for a disruptor, I would sense there's opportunity regardless of actual results, because much of consumer products out there is about perception, not the hard results. For crying out loud, people buy premium bottled water!