Part of my job entails clients coming to me and asking us to come up with ideas to get people talking about their product. An interesting spin on this is when publicity is one of the ingredients during product development. For example, you may have heard about a new ice cream store in the UK that got a lot of coverage after it offered ice cream made from human breast milk. They even called in Baby Gaga, which led to even more publicity as Lady Gaga’s lawyers threatened legal action. Very clever stuff by the PR firm responsible, Taylor Herring.   

But this was a PR stunt, what has it got to do with product development? Sticking with the ice-cream industry, Ireland’s own Murphy’s Ice Cream are one of the most talked about brands in the country despite being a tiny player in the sector compared to HB or Ben & Jerry. With flavours like Guinness ice cream, they are bound to generate talkability. The food sector always throws up lots of examples in this respect, just look at the Walkers ‘Do Us A Flavour‘ campaign.

If you want to generate word-of-mouth for your product, then you should be thinking about how to publicise it when developing it. If you’re not thinking about how to stand out from the crowd from the outset, then your product may simply fade into the background of the competition.

No Responses to “Publicity As An Ingredient In Product Development”  

  1. 1 Stiofain MacDhaibhead

    A stunning launch by any standards, somehow I don’t think we’ve heard the last of thiss one.

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Piaras Kelly
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