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And how it really is possible to attach any product to mild celebrity

When you’re a publicist and your client is a brand as innocuous as Airborne – the immune-boosting “fizzes in water” product that our significant other insists we take before boarding a plane – it might be a tough sell to attach The Celebrity Factor in your pitches.

You know what we’re talking about: Embedding your product in celebrity culture and lifestyle so all the kids will read about it in Us Weekly and want to buy it. We’ve seen tough sells try to go this route before, with Stride Gum, to mostly embarrassing results. We’ve also given publicists tips on how to go about pitching blogs in the hopes that they’ll learn a trick or two.

Guess what? It didn’t work.

So what to do when you need to get Airborne plugged in the company of the semi-famous? You host a gifting suite at the Annual KIIS-FM Homecoming Concert!


Oct 30, 2007 · Link · Respond