In this issue we decided to spread some some rumours about advertising. You are going to find out: if animals are a good advertising medium, how to make a fuss about a brand without advertising, why word-of-mouth is an effective marketing tool and how to make use of the new media. Enjoy your reading.

Michał Wolniak, creative director, Heureka
michal.wolniak@heureka.pl

The contest of Perfetti Van Melle USA company, the producer of Mentos candies, entitled Mentos Geyser Video Contest has just come to an end. This contest concerned the craziest film presenting an “explosive reaction” that occurs after putting a drop into coke. The interest in the contest exceeded every expectation of the organizers. The mania of filming a simple chemical reaction spread all over the world. It may seem that the whole world went nuts. Consumers produce ads for a company just because they want to.

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Living ads is nothing new. Already before World War I in the street one could see people dressed as a beer mug from a local pub but using animals to that end (bred commercially) is a contemporary development.

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Can we really say that? Or, maybe, “gossip is also an ad”? Skillfully used, controlled gossip can be an invaluable element of an advertising campaign.

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