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Posts Tagged ‘Porsche’

Maker’s Mark Miracle: Best PR Disaster Ever Engineered

We all remember just a few short months ago when Maker’s Mark announced plans to water down its product to accommodate demand. It was an unmitigated public relations disaster. Diluting the bourbon was tantamount to halting production altogether. The brand had given up on its values, heritage and customers. R.I.P. Maker’s Mark, right?

Not quite. The result was a public relations bonanza. Upon hearing the breaking news in February, fans of Maker’s Mark began hording the product, rocketing sales up by 44 percent. By the time the dust had settled Marker’s Mark had very publicly reversed its decision and enjoyed the benefits of widespread, free publicity. We have to say, nice work Marker’s Mark PR team.

Whether the decision to water down Marker’s Mark was a sincere proclamation or very clever publicity stunt, well, we’ll have to leave that to industry conspiracy theorists—this all HAD to be planned, right? Conspiracy! Conspiracy! Conspiracy!

It is simply inconceivable that a brand so PR savvy, so knowledgeable of its products and customers, so in line with its own promise of quality, would consider watering down its bourbon. That would be like Taco Bell selling tacos in Doritos shells… oh, wait a minute. That would be like Budweiser putting water in its… no wait. That would be like Porsche building its exhaust system using Honda parts (no offense, Honda, I lost control of this analogy a few sentences ago and needed a way out).

Though Maker’s Mark no longer has any intention to water down its product, it should breathe a sigh of relief as this hubbub is now part of the brand’s storied history. As the saying goes, it’s better to be lucky than good. If this was an honest mistake, then Maker’s Mark was very lucky. If this was all a PR strategy, then Maker’s Mark was very good. No, they were great.

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How Dyson Made Vacuuming Appealing to Men

Dyson has announced that it will open a call center in Aurora, Illinois, adding 200 jobs to America’s struggling economy. The British-based vacuum cleaner brand is investing $1.5 million into the effort, and their latest move underscores the ways in which shrewd PR and an innovative sensibility can spell profits in a recession while changing our very culture.

Chances are your dad didn’t vacuum much. When picturing the average American dad at home, we conjure images of middle-aged men grilling outside, mowing the lawn or working on a car in the garage. We don’t romanticize the idea of the man of the house vacuuming a hallway.

Until now, that is. Read more

Roll Call: CNN, IMAX, Porsche, and More

VP of PR for CNN Worldwide Nigel Pritchard has announced he will be retiring after 15 years with the company and more than 28 in broadcast media. Lauren Cone, a senior publicist with the organization, will be taking on the majority of the duties Pritchard leaves behind. And Bridget Leininger, director of PR for CNN in Atlanta, will be head of the PR function for TV programming.

Marc de Grandpre has been named the CMO of IMAX, The Hollywood Reporter writes. De Grandpre will lead the efforts to bring 3D viewing into the home through a partnership with Discovery. He was previously CMO of Qualcomm’s mobile commerce brand, Firethorn.

Nick Twork has been named manager of product comms for Porsche North America. He will lead product-related media activities for the company in the U.S. He was previously as GM where he managed PR for Cadillac. In addition, Gary Fong has been named product experience manager and Dave Engelman has been appointed media relations manager.

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