Pilot Light

Inferno is a PR consultancy. This is not. This is Inferno’s blog.

Bunnies of Steel: Selling chocs through vomworthy stunts

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FMCG is a challenging area too often left to the most candy flossy of fluffy bunnies. They rely on insultingly basic sleb-led tactics: like jamming chocs and bog roll into the handbags of e-listers, or even getting faux soul popsters with less cred than biro-ed on hair extensions to do the adverts. Yes, I am referring to the dream inspired Jocelyn Stoker (aka ‘Joss Stone’) Flake video, which most people in this office could only stand 20 seconds of before the screaming started. Being a glutton for the reality of what our culture has become I watched it all before entering a catatonic trance.

This trauma was partially assuaged by the subtle, foul genius of today’s Metro on Page 3. Cadbury’s people achieved a whole page of spectacular, gut-churning coverage based on a classic ‘shock’ stunt. Some Kentish chippie is claiming to be deep frying Crème Eggs. That’s it. But you get an account of all the fun and not-so-fun ways to eat the things, the fact that they are only 171 calories etc etc. Classic tactic. Assume there is more coverage elsewhere too and this guff may even go international. The moral of the story is that faux eccentricity and gross out based stunts still work.

Just to be sure, we telephoned Cornford Fish and Chips in glorious Maidstone, expecting to find that they didn’t really exist. The canny Cadbury’s bunnies thought of that too. They are 60p and are flying out the door like wasps from a discarded pop tin in summer.



Written by pilotlight

07/03/2008 at 3:04 pm

Posted in Media, PR

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