Hails & Fails – August 16th 2024
Was this week the last blast of summer for the UK? Quite possibly. But, regardless of the disappointing summer wash-out, there have been some seriously hot PR campaigns worthy of praise in the last seven days.
Coca-Cola and Oreo got together to launch a drink that takes the biscuit, Pop-Tarts launched a mammoth tart too big for any toaster and home-décor brand Lick collaborated with M-A-C Cosmetics to paint the town black.
It was not a good week for actress Blake Lively and her new movie It Ends with Us however, after a backlash against a tone-deaf pre-release publicity tour.
HAILS
Coca-Cola launches new flavoured drink inspired by Oreo
Coca-Cola is launching Coke Oreo Zero Sugar – the limited-edition beverage is set to hit UK stores from September.
In line with the famous cookie, the new fizzy drink comes in black and white packaging, with the addition of a red stamp to credit Coca-Cola.
The new drink mixes the taste of Coca-Cola with hints of Oreo cookies.
They claim the inspiration for the drink comes from friendship, with the brands celebrating what it means to have a best friend. Cute.
Barnaby Kellaway – Account Director: “It’s difficult for mega-brands to come together in a way that gives each its moment in the spotlight while also providing consumers with something worthwhile. But Coca-Cola coupling up with Oreo genuinely feels credible, fun and engaging – while the idea of brands being ‘best friends’ with one another is SO sweet!”
Giant Pop-Tart 73-Times the Size of a Normal One Sells Out
A huge, limited-edition Pop-Tart, made in honour of the snack’s 60th birthday, has been launched, and delivery to shoppers sees it housed in a three-foot-tall box. The only issue is – it is sold out already!
The frosted treat was only for sale in New York City, Chicago and Los Angeles, with just 15 of the huge pastries produced in each city. It might be impossible to get your hands on one, but it has certainly done a massive global PR job for the brand.
Tom Owen – Chief Reporter: “We’ve seen the ‘make it big’ gimmick thousands of times before in PR, but Pop-Tarts hit the sweet spot this week by making it work a little differently, actually offering up the XL Pop-Tarts to customers, and inevitably selling out. They were able to drive demand and talkability of the product, in turn landing those all-important headlines across the world!”
Lick is back in black with M·A·C
Lick is bringing black back into the limelight for 2024. The home decor brand has unveiled a collaboration with cosmetics brand M·A·C to launch a limited-edition matt black paint: M·A·C Black 40.
The brand-new paint colour is described as a ‘jet black’ with fully black undertones. There’s also a M-A-C black lipstick shade too.
“M·A·C Black 40 is the colour that everyone can have in their homes,” says Tash Bradley, Director of Interior Design at Lick.
So, M·A·C is the new black then?
Imogen Ruddick – Senior Influencer Manager: “This unexpected collab between Lick and M·A·C just works. Lick has utilised the brand’s iconic black packaging, supporting the self-expression of each of its customers. The coinciding lipstick shade too… chef’s kiss! We’re already seeing increasing trends of black throughout the home, I’m sure there’s more to come.”
FAIL
The Blake backlash to ‘tone deaf’ publicity for It Ends with Us
Actress Blake Lively has been branded “tone-deaf” for her approach to promoting her new movie, It Ends with Us.
She has been accused of striking completely the wrong note in promoting the new movie, which covers the serious themes of domestic violence and abuse.
Social media snippets of the star being interviewed as part of the movie’s pre-release publicity drive appear to show her showcasing a hugely unsuitably humorous tone for such an important theme, without once addressing the issue of abuse. The internet reacted swiftly and cynically, accusing her of completely missing the mark. Ouch!
Ella Conway – Account Executive: “When tackling serious topics that sadly affect many people, it’s crucial to handle them in a sensitive manner with the utmost respect. It’s sad to see a great opportunity to shine a light on this topic go to waste.”
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