If you ever find yourself responsible for promoting a client whose hook is just too dumb to pitch, we’d like you to know that it can’t true. Don’t believe us? Consider the recent media coverage of SexCereal and Bacon Condoms, two products clearly designed to inspire headlines (and little else).
Neither of these products were April Fools’ jokes, but they both managed to win mentions in mainstream media outlets like The New York Times, Slate, Fox News, Good Morning America, LIVE with Kelly and Michael and even WebMD. How? They had hooks so dumb that folks just had to click. And we all know that producers are just dying to fill airtime with news about stunt products like a condom that helps “make your meat look like meat” and provides “the utmost safety for when you’re makin’ Bacon” or the “world’s first and only gender-based whole food cereal”, which promises to promote “good nerve function, healthy hormone levels, and an unobstructed blood flow to the pelvic area.”
PR wins all around. And yes, there’s a stupid video after the jump:
The lesson here? No pitch is too silly — as long as the person you’re pitching is up for dumb comedy (and tread carefully, because many journalists more distinguished than ourselves will think you’re insulting them with pitches like these). Seriously, though: don’t ever let anyone tell you that PR is “the ugly stepchild” of marketing and advertising when this is the kind of stuff they come up with all day…