Sure, we've all heard about the addictive effects of chocolate. I mean, what would you do for a Kit Kat bar? But the latest breaking news on CNN.com -- a British woman who bought every last Mars bar at her local Woolworths (over 10,000 of them!) and then zipped away in her limo? A Mars company spokesperson obliviously claimed, "It was very, very strange but nobody thought to ask her why she wanted so many." Just another brand-loyal customer, right? But the former publicist in me can't help but think it was nothing more than a successfully executed PR-stunt. While it's mildly depressing that this is considered "news," Kudos to Mars. Either they have a divine candy bar recipe or a great batch of flacks. In the world of PR, there's no better real estate than the homepage of CNN.com. Is there such thing as a secret ingredient that enables a PR-stunt to actually work?
Related Stories: | Topics:Management, advertising + PR, Thomas Mars (Executive), Candy, Culture and Lifestyle, Food and Cooking, Foods |
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Recent Comments | 4 Total
May 5, 2004 at 11:38pm by kirsten
Danielle:
You are a rock star copywriter. "Kudos to Mars" --and your Kit Kat bar line -- you really have me snickering. You would think Mars publicists would have picked a snappier venue than Woolworth's (honestly, are they still around?).
May 6, 2004 at 11:45am by david
This PR guy has to tip his hat to their flacks.
There are a lot of stunts in PR, but very few great ones. This is one of them.
May 6, 2004 at 12:50pm by Mark
There is a book out called "Candyfreak" by Steve Almond in which he (hilariously) chronicles his addiction to candy and tours various candy factories throughout the U.S.
And what would he do for a Kit Kat bar? Almond tells how he found out that there was a Dark Chocolate Kit Kat bar; he travelled all around town to find it, and bought several cases of the stuff. Makes me wonder: were the Mars flaks inspired by "Candyfreak"?
May 10, 2004 at 5:32pm by Ryan
Or maybe it was a recall...