PR Campaigns - The Good, The Bad & The Viral

This month's PR campaigns include an experiential from our favourite tonic, an equality message from an ice-cream giant and the best salescreature in the Czech Republic...

Escape Fever

As an avid team of gin fans (Conker all the way obviously), we love Fever-Tree but after hearing about this experiential stunt from the premium tonic brand we think we might love them a little bit more now.

To launch its new range of dark spirit mixers, Fever-Tree hooked into the latest hipster craze of escape rooms. This refreshing PR stunt was first showcased at the Imbibe trade show earlier in the year, immersing visitors in the brand’s history as they played against the clock to ‘escape’. Having been to many trade shows, we’re very sure that Fever-Tree would have provided some much needed entertainment and respite as well as reaching out to potential buyers and stockists in a fun and engaging way.

The game is set to be launched to the public in a London location during London Cocktail Week in October. A series of smell and taste tests will be completed before a final puzzle that lets participants ‘escape’ the room. The game can be completed in pairs and the pair with the fastest time wins a mystery grand prize.

We love this experiential PR stunt; it’s on brand, of the moment, engaging, fun and effective. Seems like a good excuse to check out London Cocktail Week if you ask me…

 

#Say I Dough

Famous for speaking out on hot issues from the arctic to cow welfare to democracy, Ben & Jerry's is now campaigning for marriage equality in Australia.

The American ice-cream giant has banned two scoops of the same flavour in its 26 Australian stores as part of a push for marriage equality Down Under. "It is time to stand up for fair and equal rights for all by letting our leaders know that we demand Marriage Equality!"

"Imagine heading down to your local Scoop Shop to order your favourite two scoops of Cookie Dough in a waffle cone," the company wrote in a statement. 

"But you find out you are not allowed – Ben & Jerry’s has banned two scoops of the same flavour.

According to polls, around two thirds of Australians support same-sex marriage as do the majority of MPs and Aussie stars Kylie Minogue and Sia have shown support at music awards. So Ben & Jerry’s know they have the weight of the public behind them ensuring a popular campaign – ice move.

Ben & Jerry's has joined more than 1,200 companies and organisations calling for marriage equality in Australia. We love this campaign for its simplicity, strong messaging and good ethics.

 

Is Carl the Parrot the Best at Sales in the Czech Republic?

Most pet owners will tell you that their pet is the best in the world. Everyone thinks their pet is the smartest, cutest, or most loyal but not many can boast that their pet is the best at sales.

In a recent campaign for Ceska Pojistovna, the largest insurance company in the Czech Republic, Carl – an African Grey parrot – was trained to sell pet insurance with help from a specialist animal trainer. Carl’s trainer has a great track record having already trained animals for blockbusters like Bourne Supremacy, The Illusionist and Wanted.

Over three months, Carl was taught to say “pet insurance” and after daily practice, the clever bird was ready to show off his new talents. The insurance company took him to stores around the country, Carl’s office was a cage with a tablet so customers hearing Carl’s cry of “pet insurance” could buy their pet insurance direct from Carl’s ‘office’.

After a week Carl had outsold all of his human colleagues – what a result for the insurance company. More importantly, he insisted on being paid peanuts!