Pelican PR worked on the relaunch, but The Independent uncovered the story three weeks early. Founder Michael Bennett said the agency waited to see how the paper covered it before kicking off a media onslaught to secure further coverage in the Daily Mail, the Daily Express and BBC Radio.
HOW I SEE IT - DIRK SINGER, CO-FOUNDER, COW PR
Was the media campaign handled correctly? The results speak for themselves. A good stack of national, regional, broadcast and trade coverage - a Google search shows that even Plastics & Rubber magazine gave it a shout. Meanwhile a look on the Twitter trend site Twist shows a smattering of tweets about the repackaging, and one website calling out to 'save the sherbet fountain'. It is always a risk to let one media outlet run with something, but the team at Pelican PR obviously gambled on the fact that the whole nostalgia angle was strong enough that this would not turn into a one-hit wonder. Instead, that first piece of coverage actually helped build momentum to turn this into a story that has stretched for a good few days. And it should have life left in it yet.