No really, we’re not even kidding. A story in the Times had all the deets, but here’s the parts you all will care about. Vaseline branding machine BBH headed to a small Alaskan town called Kodiak with a bunch of bottles of lotion, which they distributed for free from a local store.
Mistake 1: Taking sales away from a local store in a relatively small market where the owner might actually care about not having sold lotion. Whatev.
So the reps set up a table and hand out two free bottles of goopy-slimey goodness to anyone that wants them. The catch: the giftees had to divulge which person had told them about the giveaway. In doing so, the reps were able to create a “social network” map of the town, and link back to the person who was extolling the freebie most.
That person was one Petal Ruch, who according to the Times is a voice coach and mother of four. Who better to hawk lotion than a buttery-voiced mommy (blogger? not yet anyway)?
So now Ruch is representing the brand in a pseudo-mentary (that’s pseudo and documentary melded together…like ginormous). Hope it goes better for them than it has been for…the polar bear, which is nearing extinction, possibly due to global warming.