A PR stunt for a milkshake gained international press, but it was not a success. The attention focused on the bizarre nature of the stunt itself, not the product, creating confusion. This demonstrates that if an idea is so complex it requires explanation, the resulting media attention is ineffective.
A marketing concept that an internal team finds humorous is not a substitute for a genuine consumer insight. The speaker's team launched a PR stunt based on a funny idea—a coat of human hair—that lacked strategic grounding, resulting in a campaign completely disconnected from the product.
When marketing food or beverage products, creative concepts must never create negative sensory associations. A campaign for a chocolate milkshake failed because its central stunt—a coat made of human hair—was unappetizing, directly violating the category's most fundamental rule: do not undermine taste credentials.