Get in the news cycle

It’s not easy getting noticed in this day and age. That’s why we see so many companies pulling stunts and working on “viral” advertising campaigns in a bid to get their names out there.


Another great way to get a bit of attention is to latch on to something that happens in the news.


One I loved this week came from Soda Steam, that company many of us remember from our childhoods. You know, the machines that let you make soft drinks in the comfort of your own home.


It’s quite an old-fashioned idea and I’ve got to admit I hadn’t heard much about them in recent years.


But I had heard about a shortage of carbon dioxide, which has raised concerns that soft drink supplies may be reduced in the hot summer months.


So in stepped some bright spark at Soda Stream, with a quick fire media release.


“Die hard soft drink lovers can rest assured that soft-drink shortages won’t apply to the world’s favourite at-home soft drink machines, SodaStream.”


Clever stuff – picking up on something in the news, taking a light-hearted and cheeky approach and getting the brand out there.


Stay alive to these opportunities – you never know what current affairs show you might end up on.

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