The Joys of PR

This is great. I first read yesterday from the Associated Press that Snapple had attempted to create the world's largest popsicle as a publicity stunt to promote their new frozen treats. The result was straight out of any publicist's nightmare - the 35,000 pound popsicle melted before it was even erected, dousing the north end of Union Square in a sticky, strawberry-kiwi flavored mess. You can read different accounts of the mishap here, here and here. It makes my old problem with Cojo and the Flosser seem like beans compared to this.

The irony is that the mishap garnered more press than had the stunt actually worked. I mean, Snapple won't be written in the Guinness Book of World Records, but I've never understood what kind of value that really lends a brand anyway. Sure, there will be bills to pay that Snapple might not have accounted for, but I'm sure they can dip into the budget for Wendy the Snapple Lady, as she is obviously back on the PA circuit. Aside from appearing in the second season of VH1's Celebrity Fit Club (apparently the first season didn't work too well), I saw her name in the paper this morning for - and I'm not kidding - attending a "fat" party in New York.

Of course, there's always the possibility that the melting WAS the stunt, taken from the not-so-top-secret PR book of Brangelina and TomKat. I do find it hard to believe that Snapple, which is owned by Cadbury Schwepps who makes NUMEROUS chilled beverages including 7 Up, Dr. Pepper, and Hawaiian Punch, among others, would somehow lack the technology to create a frozen popsicle that might withstand the elements for an hour or two. But then again, we are just PR people.