September 3, 2022
Axia’s 60-Second Impact
60 Seconds of Information Impacting You and Your Fast-Forward Economy
September 2022 – Brands Capturing the Audience With Strategic PR “Stunts”
PR “stunts” have somewhat of a bad reputation around them. However, a disruptive campaign that’s wildly creative has shown time and again just how powerful it can be for generating buzz. Here, we’ll look at two examples from brands relying on the concept of stunt marketing to explode visibility even beyond their traditional audience.
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- Velveeta Martini Sends Sales Skyrocketing
- What Do Samsung TV, Aviation Gin, and Deadpool Have in Common? Shared Advertising
- 60-Second Close: Creating Unforgettable Brand Moments
1. Velveeta Martini Sends Sales Skyrocketing
- Velveeta was one of the first processed foods in America and was the darling of cheese products through the 1990s. Now owned by Kraft Heinz, Velveeta saw its sales plummet in the early 2000s but picked up again during the pandemic as consumers sought out comfort foods.
- Interestingly, and unlike other pandemic-fueled demand, Velveeta sales have stayed high by making a paradigm switch in their strategy to stunt marketing campaigns.
- The “unapologetic, outrageously-cheesy” Velveeta Martini and Velveeta-scented nail polish are very real products generating demand for this household brand. At Axia Public Relations, I’ve found that, time and again, creativity grounded in data-driven strategic insights generates excellent results.
2. What Do Samsung TV, Aviation Gin, and Deadpool Have in Common? Shared Advertising
- Ryan Reynolds is well known for his roles in scores of blockbuster films. His quick wit has helped propel him solidly onto the list of Hollywood A-Listers. However, in recent years, Reynolds has increased his ownership stakes in a range of brands from Aviation Gin to Mint Mobile.
- Reynolds brings his wittiness from the big screen to commercials for these companies with some of the most successful campaigns around. Recently, a national ad for Samsung TV showed an ad for Deadpool (starring Reynolds) and within the ad, another one popped up for Aviation Gin.
- This ad within an ad within an ad, and other stunt marketing from Reynolds, consistently go viral. The takeaway? It’s okay to be funny in corporate comms. In fact, it’s incredibly successful (check out last month’s issue for more on this).
3. 60-Second Close: Creating Unforgettable Brand Moments
- Stunt marketing used to be relegated to the gimmicks that fizzled and rarely worked. However, today’s brands embracing this concept are utilizing data and creativity to create funny, memorable, and shareable advertisements the audience craves.
- A strategy that shouldn’t be overlooked is incorporating humor into your strategy. Humor is both smart and memorable and a keen way of differentiating in a sea of competitors.
At Axia, we’re number-crunching PR experts and creatives developing strategies that flat-out perform for our clients. Not sure where to start? Just ask me how we can help create those unforgettable brand moments your audience talks about for years to come.
Clients love Jason’s passion, candor, and commitment as well as the team he has formed at Axia Public Relations. He's advised some of America’s most admired brands, including American Airlines, Dave & Buster’s, Hilton, HP, Pizza Hut, and Verizon. He is an Emmy Award-winning, accredited public relations practitioner, speaker, author, and entrepreneur and earned his certification in inbound marketing. He founded the PR firm in July 2002. Learn more about Jason.
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