Sweet lies – PR folks try to claim success for Hershey over TV ads. Spin left sour taste in our mouths.
Here’s the claim: “PR campaign led to greater ROI and market share than better-funded TV advertising approach”
The PR approach: Lure college kids with FREE candy on move-in day, then send out “girls with bright smiles and fruit-colored outfits roamed campus to spread the Jolly Rancher story, distribute product samples (FREE) and encourage social media responses.”
The TV approach: A “better-funded” media buy – sorry, they didn’t share the TV spot.
So, to summarize:
- Free candy samples to college kids
- Cute girls handing out more free samples to college kids
- Cute girls asking college kids to post on Social Media – probably with an incentive for more FREE candy. (Like they needed the incentive.)
- TV spot (with un-known message, quality) telling people “Hey, there’s a new candy from some company you are not very familiar with you should try. Go to the store and buy some today.”
Well duh! Which do you think would get more attention and awareness?
Nice try PR folks. Nice try.