Stunts don't need to be expensive. And they don't need to be some public display of craziness. Just in time for inauguration, Ben & Jerry's ice cream has come up with a good one: Yes Pecan!
It's sure to be a serious honeymoon period, and now there's one more way for American's (already major collectors of Obama memorabilia) to show their excitement for the new president.
The lesson here is to think ahead. It's not as if B&J could change packaging in a few weeks. I'm sure they hatched this plan months ago when the election still had Hillary as a real player. And make no mistake, McCain Mocha was ready to roll had the Senator won.
Not to say that you can't react to current events. One of my favorites was the campaign my agency did for Nantucket Nectars when the Red Sox won the World Series in 2004. After 80 years of futility, the good people of Boston were thankful to say the least. So within a few days of the win, and just before Thanksgiving, we erected the World's Largest Thank You Card and invited the public to come sign it for the Sox. For each signature, we donated $1 to the Jimmy Fund to help kids with cancer (also the Red Sox official charity. Check it out here.
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