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'.