DIARY: 'Cool-hunters' beware: you're a target market for firm selling oxygen

We're all bored with the jibes about PR being a lightweight

profession, so when the opportunity to promote cans of nothing but air

came up, one could have forgiven the industry for baulking at the


Not Front Row PR. The agency has been selected to promote the launch of

Ogo - an exceptionally light metal can containing oxygen.

The product comes packaged with a number of useful educational titbits

such as 'oxygen is one of life's vital elements', while noting that the

gas has the benefit of helping users 'feel alive'.

Front Row MD Maria Blake cited the example of Evian in defending the

product: 'They asked the same questions of Evian - why don't people just

drink tap-water? The mineral water market didn't exist 15 years ago, and

it's now worth £17bn worldwide.'

The agency will now target 'cool-hunters' - those delightful types who

jump on bandwagons the rest of us have yet to hear of - as well as

active urbanites who 'live a 24/7 existence'.

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