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Candy-Coated Publicity

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?

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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?

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About the author

Danielle Sacks is an award-winning journalist and a former senior writer at Fast Company magazine. She's chronicled some of the most provocative people in business, with seven cover stories that included profiles on J.Crew's Jenna Lyons, Malcolm Gladwell, and Chelsea Clinton

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