Piggybacking: Sweet PR Success for Ben & Jerry’s
January 6, 2009 by ShannonCherry
Filed under Marketing
How do you create news when it’s the slow season for your business?
Ask Ben & Jerry’s, the ice cream gods.
They used a major PR tactic, called piggybacking. I talk about piggybacking on Startup Spark’s Monday Media Marketing Minute and at my other blog: The Power Publicist.
The folks at Ben & Jerry’s created a new ice cream flavor in honor of Obama’s inauguration. Called “Yes Pecan,” it pays homage to the president-elect’s battle cry, “Yes, we can.” Plus, they added a bonus, proceeds go to a charity that helps people get involved in the politcal process.
You may think it’s silly. But it’s been getting a ton of buzz in the media.
How’d they come up with a name? They used another publicity tool: they created a contest!
These are basic public relations tactics, but you can see how ‘old school’ PR still can make a big splash!
Image credit: Barack Obama, on Flickr
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Check out what others are saying about this post...[...] new ways to package their services. They create new products that tie in to current events, like Ben & Jerry’s new ice cream flavor, Yes, Pecan, a play on President Obama’s “Yes, we can” campaign slogan. Companies come up [...]