Since when does shampoo get featured on TV in anything other than a commercial? When you pair it up with documentary filmmaker, Morgan Spurlock (Super Size Me, 2004), it does.
Devon B. Katzev, President of Straight Arrow Products, Inc., the Makers of the Original Mane ‘n Tail, talked with Horse Family about Mane ‘n Tail’s recent appearance in Spurlock’s most recent film, The Greatest Movie Ever Sold.
MW: How did Mane n Tail get involved with the documentary? Were you one of the 600 potential sponsors that Morgan Spurlock approached?
DK: Yes we were, Morgan approached us just like he portrayed it in the movie. He initially called Straight Arrow Products, Inc to see if we were interested and our PR Department reviewed the proposal and made the decision with our Sales and Marketing VP, and myself to be a part of the movie.
MW: Have you seen an increase in sales and/or customer response since the movie was released?
DK: It is a bit early to tell about increased sales as a result of the movie, our sales have been up this year, regardless…but we have seen quite a bit of response to the public relations supporting the movie.
MW: Do you think that the exposure from this documentary is helping your company reach a new audience that maybe was not being reached before, since many of the viewers are not necessarily equestrians?
DK: Yes, I do believe will have an impact on a viewer who has never heard of us before. Morgan Spurlock’s personality very much compliments Mane ‘n Tail as a brand. His style as a film maker is very entertaining and personable. He observes human nature and brings it to the big screen with a humorous twist. We were thrilled that Morgan chose us to be a part of this film.
MW: What other comments do you have about the film and marketing/advertising in general?
DK: It was a unique and insightful look into the world of advertising and marketing and its on the film industry and its audience. We realized as well, after seeing the film, to quote Morgan Spurlock, “We were not selling out, we were really buying in.”
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