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OXO For over 20 years, OXO has put its well-known kitchen gadgets into almost every home in the United States through word-ofmouth, product placement, and other forms of non-traditional promotional techniques. Although OXO is a leading national brand, it competes in product categories that are small in size. With its tight advertising budgets, mass-media promotions are not feasible. This video demonstrates how OXO is moving forward with its promotional mix through online and social media campaigns. For its Good Grips, SteeL, Candela, Tot, and Staples/ OXO brands, OXO is making extensive use of the major social networks, expanding into the blogosphere, developing online ad campaigns, and more. After viewing the video featuring OXO, answer the following questions: 1. How would you describe OXO’s overall advertising strategy? 2. Why has OXO chosen to change its promotional strategy at this time? 3. Is OXO abandoning its old promotional methods? How is OXO blending a new advertising strategy with its promotional techniques that have made it a success?
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