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6 Promotions That Didn't Quite Work Out

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Marketing has come a long way in the last two centuries, but it's hard to get people's attention these days. Sometimes, you've got to do something big and outrageous and potentially dangerous, and sometimes, those things don't always work out exactly the way you'd planned. Like employing a guerilla marketing firm to promote a cartoon movie and inadvertently causing a citywide panic (see previous post: "Innocent Ideas That Prompted Mass Hysteria.")

With that in mind, here are a few of history's better bad marketing moves. Feel free to file these under "It seemed like a good idea at the time."

1. Sponsoring Headstones

Gaming companies are always pushing the bounds of bad taste in their products (Manhunt 2, anyone?), but in 2002, Acclaim Entertainment shocked the UK when it announced it would pay mourning families to place small billboards on their relatives' headstones advertising the game Shadowman 2. The company thought it was an appropriate place to advertise the "dark, gory" game, which it billed as a "journey to the Deathside." Acclaim later said the offer might "particularly interest poorer families." The Church of England responded by saying they had a hard enough time dealing with those plastic flowers in graveyards, and by no account would it allow video game advertisement on headstones. End of story.

2. Chocolate Bombs

Back in the fall of 1926, a Berlin chocolate company made international headlines after police shut down their marketing campaign—because citizens were complaining of bruises. According to a contemporary AP article in the New York Times, the company had been sending up two planes every Sunday to bombard crowds of people with foil-wrapped chocolates from a height of about 100 feet. "The aerial gifts were particularly objectionable to bald-headed men, whose custom it is to stroll with heads uncovered on the theory that the sun's rays stimulate the growth of hair. Mothers complained that children fighting for the prizes ruined their Sunday clothes."

3. Snapple Sees Marketing Stunt Melt Away

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You could see the logic here: What's better than a popsicle on a hot day? Nothing. Just maybe not a 25-foot, 17.5 ton popsicle. Snapple found that out the hard way in 2005 when the company unveiled their gargantuan kiwi-strawberry popsicle in the middle of Times Square, which promptly started to melt in the 80-degree heat, losing a torrent of sticky kiwi-strawberry concentrate all over the streets.

4. Molson to College Kids: "˜Drink up!'

It's not much of a secret that college and beer go together like, well, college and beer, but Molson brewing company found itself facing a whole poop-storm of controversy when it tried to capitalize on that fact. In 2007, the company launched an online marketing campaign targeting Canadian college kids, asking them to post their best party pictures on Facebook in a contest to determine Canada's top party school. The grand prize was a spring break trip to Cancun for the winner and four friends.

Parents and school officials were not pleased. One school official plainly told The Globe and Mail he was disgusted, while others demanded that Molson axe the campaign, claiming it not only targeted underage drinkers, but also promoted irresponsible drinking in a big way. The winning photo, they reasoned, would have to be pretty outrageous to merit a trip to Cancun.

Molson, bowing to the pressure, pulled the campaign.

5. Escape Artist Turned Marketer Has Brush With Death

In 1990, magician-cum-marketer Jim McCafferty wanted to launch his marketing and brand consulting business with a big time attention-grabbing stunt—and nearly died in the process. The idea was that McCafferty, straitjacketed, would be locked in a metal cage, welded shut on all sides. The cage would then be hoisted by a crane 300 feet off the ground and McCafferty would have two minutes to get out of the straitjacket, out of the cage, and attach himself to a harness before the timer released the cage and it plummeted to the ground.

McCafferty got out of the straitjacket with little problem, but found himself stuck in the cage. With just 10 seconds left on the clock, he managed to scramble out and onto the roof. As he fumbled with the harness, the timer ran out, and the cage fell 60 feet before he was able to click in to the harness and arrest his fall. McCafferty was taken away by ambulance, suffering from first- and second-degree rope burns. All was not lost, however: The crowd loved the stunt, thinking that McCafferty's brush with death was simply part of the act and McCafferty has gone on to run his successful million-dollar company.

6. Arrested for Vodafone

This would not be the first time anyone got naked in the name of advertisement, but it was certainly one of the few times anyone was arrested for it. In 2002, two brave young men raced across the rugby pitch during a match between New Zealand and Australia, clad in naught but the Vodafone logo. The two were caught, mid-streak, and escorted off the field by police. Vodafone later apologized for having "encouraged" the duo to do their naked run and later donated £30,000 to a nonprofit campaign to reduce sports injuries.

[Many thanks go to Entrepreneur magazine, whose compilation of PR stunts helped pad our list.]

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entertainment
5 Things We Know About Stranger Things Season 2
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Netflix

Stranger Things seemed to come out of nowhere to become one of television's standout new series in 2016. Netflix's sometimes scary, sometimes funny, and always exciting homage to '80s pop culture was a binge-worthy phenomenon when it debuted in July 2016. Of course, the streaming giant wasn't going to wait long to bring more Stranger Things to audiences, and a second season was announced a little over a month after its debut—and Netflix just announced that we'll be getting it a few days earlier than expected. Here are five key things we know about the show's sophomore season, which kicks off on October 27.

1. WE'LL BE GETTING EVEN MORE EPISODES.

The first season of Stranger Things consisted of eight hour-long episodes, which proved to be a solid length for the story Matt and Ross Duffer wanted to tell. While season two won't increase in length dramatically, we will be getting at least one extra hour when the show returns in 2017 with nine episodes. Not much is known about any of these episodes, but we do know the titles:

"Madmax"
"The Boy Who Came Back To Life"
"The Pumpkin Patch"
"The Palace"
"The Storm"
"The Pollywog"
"The Secret Cabin"
"The Brain"
"The Lost Brother"

There's a lot of speculation about what each title means and, as usual with Stranger Things, there's probably a reason for each one.

2. THE KIDS ARE RETURNING (INCLUDING ELEVEN).

Stranger Things fans should gear up for plenty of new developments in season two, but that doesn't mean your favorite characters aren't returning. A November 4 photo sent out by the show's Twitter account revealed most of the kids from the first season will be back in 2017, including the enigmatic Eleven, played by Millie Bobby Brown (the #elevenisback hashtag used by series regular Finn Wolfhard should really drive the point home):

3. THE SHOW'S 1984 SETTING WILL LEAD TO A DARKER TONE.

A year will have passed between the first and second seasons of the show, allowing the Duffer brothers to catch up with a familiar cast of characters that has matured since we last saw them. With the story taking place in 1984, the brothers are looking at the pop culture zeitgeist at the time for inspiration—most notably the darker tone of blockbusters like Gremlins and Indiana Jones and the Temple of Doom.

"I actually really love Temple of Doom, I love that it gets a little darker and weirder from Raiders, I like that it feels very different than Raiders did," Matt Duffer told IGN. "Even though it was probably slammed at the time—obviously now people look back on it fondly, but it messed up a lot of kids, and I love that about that film—that it really traumatized some children. Not saying that we want to traumatize children, just that we want to get a little darker and weirder."

4. IT'S NOT SO MUCH A CONTINUATION AS IT IS A SEQUEL.

When you watch something like The Americans season two, it's almost impossible to catch on unless you've seen the previous episodes. Stranger Things season two will differ from the modern TV approach by being more of a sequel than a continuation of the first year. That means a more self-contained plot that doesn't leave viewers hanging at the end of nine episodes.

"There are lingering questions, but the idea with Season 2 is there's a new tension and the goal is can the characters resolve that tension by the end," Ross Duffer told IGN. "So it's going to be its own sort of complete little movie, very much in the way that Season 1 is."

Don't worry about the two seasons of Stranger Things being too similar or too different from the original, though, because when speaking with Entertainment Weekly about the influences on the show, Matt Duffer said, "I guess a lot of this is James Cameron. But he’s brilliant. And I think one of the reasons his sequels are as successful as they are is he makes them feel very different without losing what we loved about the original. So I think we kinda looked to him and what he does and tried to capture a little bit of the magic of his work.”

5. THE PREMIERE WILL TRAVEL OUTSIDE OF HAWKINS.

Everything about the new Stranger Things episodes will be kept secret until they finally debut later this year, but we do know one thing about the premiere: It won't take place entirely in the familiar town of Hawkins, Indiana. “We will venture a little bit outside of Hawkins,” Matt Duffer told Entertainment Weekly. “I will say the opening scene [of the premiere] does not take place in Hawkins.”

So, should we take "a little bit outside" as literally as it sounds? You certainly can, but in that same interview, the brothers also said they're both eager to explore the Upside Down, the alternate dimension from the first season. Whether the season kicks off just a few miles away, or a few worlds away, you'll get your answer when Stranger Things's second season debuts next month.

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Food
The Gooey History of the Fluffernutter Sandwich

Open any pantry in New England and chances are you’ll find at least one jar of Marshmallow Fluff. Not just any old marshmallow crème, but Fluff; the one manufactured by Durkee-Mower of Lynn, Massachusetts since 1920, and the preferred brand of the northeast. With its familiar red lid and classic blue label, it's long been a favorite guilty pleasure and a kitchen staple beloved throughout the region.

This gooey, spreadable, marshmallow-infused confection is used in countless recipes and found in a variety of baked goods—from whoopie pies and Rice Krispies Treats to chocolate fudge and beyond. And in the beyond lies perhaps the most treasured concoction of all: the Fluffernutter sandwich—a classic New England treat made with white bread, peanut butter, and, you guessed it, Fluff. No jelly required. Or wanted.

There are several claims to the origin of the sandwich. The first begins with Revolutionary War hero Paul Revere—or, not Paul exactly, but his great-great-great-grandchildren Emma and Amory Curtis of Melrose, Massachusetts. Both siblings were highly intelligent and forward-thinkers, and Amory was even accepted into MIT. But when the family couldn’t afford to send him, he founded a Boston-based company in the 1890s that specialized in soda fountain equipment.

He sold the business in 1901 and used the proceeds to buy the entire east side of Crystal Street in Melrose. Soon after he built a house and, in his basement, he created a marshmallow spread known as Snowflake Marshmallow Crème (later called SMAC), which actually predated Fluff. By the early 1910s, the Curtis Marshmallow Factory was established and Snowflake became the first commercially successful shelf-stable marshmallow crème.

Although other companies were manufacturing similar products, it was Emma who set the Curtis brand apart from the rest. She had a knack for marketing and thought up many different ways to popularize their marshmallow crème, including the creation of one-of-a-kind recipes, like sandwiches that featured nuts and marshmallow crème. She shared her culinary gems in a weekly newspaper column and radio show. By 1915, Snowflake was selling nationwide.

During World War I, when Americans were urged to sacrifice meat one day a week, Emma published a recipe for a peanut butter and marshmallow crème sandwich. She named her creation the "Liberty Sandwich," as a person could still obtain his or her daily nutrients while simultaneously supporting the wartime cause. Some have pointed to Emma’s 1918 published recipe as the earliest known example of a Fluffernutter, but the earliest recipe mental_floss can find comes from three years prior. In 1915, the confectioners trade journal Candy and Ice Cream published a list of lunch offerings that candy shops could advertise beyond hot soup. One of them was the "Mallonut Sandwich," which involved peanut butter and "marshmallow whip or mallo topping," spread on lightly toasted whole wheat bread.

Another origin story comes from Somerville, Massachusetts, home to entrepreneur Archibald Query. Query began making his own version of marshmallow crème and selling it door-to-door in 1917. Due to sugar shortages during World War I, his business began to fail. Query quickly sold the rights to his recipe to candy makers H. Allen Durkee and Fred Mower in 1920. The cost? A modest $500 for what would go on to become the Marshmallow Fluff empire.

Although the business partners promoted the sandwich treat early in the company’s history, the delicious snack wasn’t officially called the Fluffernutter until the 1960s, when Durkee-Mower hired a PR firm to help them market the sandwich, which resulted in a particularly catchy jingle explaining the recipe.

So who owns the bragging rights? While some anonymous candy shop owner was likely the first to actually put the two together, Emma Curtis created the early precursors and brought the concept to a national audience, and Durkee-Mower added the now-ubiquitous crème and catchy name. And the Fluffernutter has never lost its popularity.

In 2006, the Massachusetts state legislature spent a full week deliberating over whether or not the Fluffernutter should be named the official state sandwich. On one side, some argued that marshmallow crème and peanut butter added to the epidemic of childhood obesity. The history-bound fanatics that stood against them contended that the Fluffernutter was a proud culinary legacy. One state representative even proclaimed, "I’m going to fight to the death for Fluff." True dedication, but the bill has been stalled for more than a decade despite several revivals and subsequent petitions from loyal fans.

But Fluff lovers needn’t despair. There’s a National Fluffernutter Day (October 8) for hardcore fans, and the town of Somerville, Massachusetts still celebrates its Fluff pride with an annual What the Fluff? festival.

"Everyone feels like Fluff is part of their childhood," said self-proclaimed Fluff expert and the festival's executive director, Mimi Graney, in an interview with Boston Magazine. "Whether born in the 1940s or '50s, or '60s, or later—everyone feels nostalgic for Fluff. I think New Englanders in general have a particular fondness for it."

Today, the Fluffernutter sandwich is as much of a part of New England cuisine as baked beans or blueberry pie. While some people live and die by the traditional combination, the sandwich now comes in all shapes and sizes, with the addition of salty and savory toppings as a favorite twist. Wheat bread is as popular as white, and many like to grill their sandwiches for a touch of bistro flair. But don't ask a New Englander to swap out their favorite brand of marshmallow crème. That’s just asking too Fluffing much.

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