An international wave of headlines heralded the news that a store in London's Covent Garden had begun serving a breast milk ice cream. Taylor Herring helped spread the word that the concoction, dubbed the Baby Gaga, was churned with a donation of 30 fluid ounces of breast milk. However, days after the ice cream went on sale, Westminster was reported to have confiscated it amid concerns over safety.
HOW I SEE IT
Kate Howe, Head of comms, Fitness Industry Association
A masked woman dressed in pink lycra, filling an ice cream dish with a baby's bottle and sporting two pointed nipple cones.
It's definitely not boring. It attracts attention, gets people talking, drives people to the ice cream parlour to try their other 'remarkable' products. But does it build a successful brand and generate trustworthy customers in the long term? Or is this sensationalized strategy causing more harm than good to the brand?
I am not adverse to a little creativity. Indeed I have rarely been known for thinking 'inside' the box. But to create credible comms strategies that gain respect for our industry, we must use a more responsible approach. In the age of CSR, sustainability and ethical marketing, this sort of campaign provides no assets at all - other than the visual ones, of course.