Last Call: Raise your leg for fiery press pack

It's a sad fact of life that most press kits get tossed in the bin around 18.7 seconds after being ripped open.

But sometimes, one turns up that cannot be ignored. Last week, PRWeek Towers was brightened by the surreal arrival of a huge, red plastic fire hydrant stuffed full of chili sauces, hot fixin's and spicy sprinklin's and, gratifyingly, Pepcid's new anti-heartburn variant to chase it all down.

The accompanying press release from the Rowland Company explained that Americans' predilection for chili peppers means indigestion remedies should be a staple of every jalepeno-guzzling native's medicine cabinet.

A witty idea, but the Rowland Company may have over-estimated the maturity of the average newsroom.

PRWeek hears that a frightening number of recipients have seen the male contingent of their offices pretend to cock their leg on the hydrant and make like doggies.

Perhaps Rowland should send one to PR21.

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