An recap of the hottest PR campaigns and brand stunts from around the world in August 2017, plus a few of the biggest PR fails.

1. BRAZEN
GLOBESPOTTING
THE HOTTEST PR CAMPAIGNS
FROM AROUND THE WORLD
August 2017

2. PR
CAMPAIGNS
& STUNTS

3. WHAT?
The nation is furious as Walkers threatens to axe three of its classic British flavours in favour of
some new international editions in its ‘Choose Me or Lose Me’ campaign
WHO AND WHEN?
Classic crisp brand puts the fate of ‘British’ original flavours Smoky Bacon, Prawn Cocktail and Salt
and Vinegar in the hands of the nation as they ask the public to choose them or new kids on the
block American Bacon and Cheddar, Paprika and Lime and Black Pepper from Australia
WHERE?
Controversy around potential cuts soon spread like wildfire both across national media including
Metro and The Independent and Mail online, as well as generating tonnes of conversation on
social media
WHY?
Putting iconic and new products to public vote is not a new concept but the possibility of losing firm
British favourites in favour of foreign alternatives is a surefire way to make headlines, especially as
Brexit looms
A CRISPY CONUNDRUM

4. WHAT?
Brazen client, Optical Express, pledges to donate £1M worth of laser eye surgery to
NHS and emergency service workers
WHO AND WHEN?
Following a nationwide survey which revealed that 16% of Brits never hear “thank you”
in the workplace, Optical Express launched its ‘Thanks a Million’ initiative to reward
those most deserving of our thanks
WHERE?
The story landed blanket national coverage including the Daily Mail, Daily Mirror and
The Sun, along with key online, regional and trade titles, and generated over 800 sign
ups to the initiative
WHY?
Great campaign that acknowledged and rewarded the hard work NHS Staff and
Emergency Service workers do for the British public, backed up with an insightful and
relatable survey
THANKS A MILLION

5. WHAT?
An £8 ‘miracle’ cream claimed to guarantee a good night’s sleep – the answer to the prayers
of exhausted parents EVERYWHERE!
WHO AND WHEN?
Originally launched as a limited-edition holiday exclusive, Lush has now made the cream a
permanent product due to its soaring popularity, which went viral after a mum raved online
about the cream miraculously sending her restless baby to sleep for 14 hours
WHERE?
The story saw blanket coverage across Mail Online, Metro, Mirror, OK!, Cosmo and a variety
of influential parenting websites, such as Made for Mums and Mumsnet. It also got mums,
globally, talking about it on social media, desperate to get their hands on a tub
WHY?
Just goes to prove the power of word of mouth recommendations and positive case studies.
And let’s be honest, a product claiming to make children sleep is PR gold…
THAT’S LUSH

6. WHAT?
Disney launches #DreamBigPrincess global photography campaign, redefining what it means to be a
princess
WHO AND WHEN?
The iconic family brand collaborated with photographers from around the world to create a series of
empowering images showcasing real-world girls and women to inspire them to want to be more than just
princesses waiting to be saved by Prince Charming, donating $1million to the United Nations Girl UP
campaign leadership programme in the process
WHERE?
The bigger question is: where didn’t the empowering campaign land?
WHY?
Occasionally facing criticism for encouraging women to be passive, bravo to Disney for challenging this
perception and proving its influence on young girls can make a tangible difference to girls who face
challenges achieving their dreams
#DREAMBIGPRINCESS

7. WHAT?
German supermarket Edeka empties its shelves in an effort to make a point
about racism and diversity
WHO AND WHEN?
The supermarket, based in Hamburg removes all foreign products from the
shelves to raise awareness of migrant-related racism
WHERE?
The stunt was shared and praised all over social media, as well as being
covered by many media outlets including BBC, Metro and Huff Post
WHY?
The striking images of the empty supermarket shocked people and challenged
attitudes all over the world in the height of the global immigration debate
THE PERFECT SHELFIE

8. TRENDS

9. SILLY SEASON
Sunglasses.. Check. Bucket and spade…
Check. Frivolous news story… check.
The summer months are typically slower for
news desks, allowing PRs across the country
to rehash their news stories for a second stab
at campaign success.
This season saw pages of coverage on Big
Ben falling silent for repairs, including on the
BBC, Daily Mirror and Metro.
PRIDE
With Pride celebrations happening all over the
UK, brands joined in the celebration for
LGBTQ rights.
Skittles created limited-edition packs,
restaurants created multicoloured bakes and
breads, and Facebook added a pride reaction
to its social network: Proud to support equality.
BAKE OFF
Channel changes, new judges, and 17
minutes worth of adverts – the new format of
the nation’s favourite baking show made for
tasty coverage and social chatter, ahead of the
new season which stared in September

10. #PRFAIL

11. WHAT?
National Lottery deletes tweets after GIANT social media fail where British athletes were seen holding up
offensive messages due to a glitch in the campaign mechanic
WHO AND WHEN?
The National Lottery took a gamble with its campaign for the World Athletics Championship when Twitter
users were asked to retweet a post from @TNLUK with the hashtag #Represent. The campaign was
hijacked when users changed their Twitter handles to controversial names and statements spread across
social
WHERE?
Blanket national PR coverage, including on the BBC, Daily Telegraph and The Sun and on social media -
for the wrong reasons. Much of the conversation focused on the campaign blunder rather than
celebrating British Athletics
WHY?
Many criticised National Lottery for not having learned from the mistakes Walkers crisps made with their
very similar, (and equally disastrous) campaign, some months earlier
NATIONAL LOTTERY GAMBLES SUCCESS

12. BRAZEN
WE ARE