Public Relations

Case Study

Promotion
Spangler Candy Company

About Spangler Candy Company

Spangler Candy Company, an US based company are

producers of iconic American candy such as Dum Dum
Pops, Circus Peanuts and more candy canes than any other
company in the world.

PR Challenges For Spangler Candy Company

Spangler Candy Company hired Landau Public Relations to

ensure that each of the products receive fair attention from the
media.
The aim was to make consumers aware of the milestone while
connecting them with the sweetness and fun that Spangler
candy represents, reminding them that products like Dum Dum
Pops have been a wholesome part of American life for
generations and encouraging them to participate in the
celebration though creative, sales-oriented tactics.

Promotion Strategy
Promotional Strategies include:
Make Life a Little Sweeter Contest A contest was conducted
wherein people were asked to write a 200 word essay about someone who
like lollipops , winners were given cash prizes and candys which gave
them additional media opportunities in their hometown and nationwide.
Media Relations -A fun, colorful press kit was sent with a bag of lollipops
to print, TV and radio nationwide to round-out the campaign. The press kits
included information on the company history and brands, facts about Dum
Dum Pops flavor rotations, new flavors introduced for the 100th
anniversary and a contest announcement. In addition, a wire release was
distributed, and b-roll footage and script of candy production were created
and sent to select TV stations.

 Connecting with Consumers:

They brought companys Drum Man Mascot to highly-visible locations to hand

out lollipops and draw people into the Spangler candy experience.

Two mascots (Drum Twins!) participated in the International Twins Day Festival
in Twinsburg, Ohio, and distributed 18,000 lollipops.

The Drum Twins also marched in the Double Take Parade alongside the Lollipop
Van and with wagons full of lollipops for the crowd. They distributed information
on a Make Life a Little Sweeter contest with the www.dumdumpops.com URL.

The Drum Man handed out 25,000 lollipops in New York Citys Times Square,
Bryant Park and Grand Central Station as well as to crowds gathered at The Today
Show and Fox & Friends studios.

Results
Efforts reached more than 25 million readers and viewers in
three months
A national TV hit on The Today Show with Willard Scott
saying happy birthday to Spangler and showing an image of
the Drum Man and Hilary Duff exclaiming, I love Dum Dum
Pops!
National wire story by the Associated Press that received 147
pickups
About 175 newspaper articles in three months, including The
Houston Chronicle, Philadelphia Inquirer, Columbus Dispatch,
Tampa Tribune, Rocky Mountain News and Seattle Post
Intelligencer

 National print in Womans World and Continental magazines,

which stimulated contest entries
About 2,100 contest essays from all 50 states .
A feature in Girls Life magazine on the remarkable youth
winners efforts to help foster kids and local features on the
other contest winners
Coverage in Brandweek, the candy trades and other retail
publications like Drug Store News
More than 70 online mentions, including USAToday.com and
About.com

References

www.LandauPR.com

Crisis
Johnson & Johnson

Background of the case

In 1982, Johnson & Johnson (J&J) faced a major crisis that
had the potential to send the company into financial ruin.
Sealed bottles were tampered with and extra-strength Tylenol
capsules were replaced with cyanide-laced capsules.
These bottles were then resealed and placed on shelves of
pharmacies in the Chicago area. Seven people died as a result.
Tylenol was called upon to explain why its product was killing
people.

Tylenol Strategy
Company Chairman James Burke immediately
formed a seven-member strategy team with the goal
of determining how best to protect people, how to
save the product and to alert consumers nationwide.
Consumer safety was their first priority.
They stopped the production of the company.
J&J used both public relations and advertising to
communicate their strategy, keeping customers
informed .
They setup helpline numbers to answer customer
queries and concerns

 They established a toll-free line for news outlets. This line also
included taped daily updates.
They held press conferences at corporate headquarters and set
up a live television videofeed via satellite to New York.
The chairman went on 60 Minutes and the Donahue show
to share the companys strategy
J&J presented an industry first triple-safety-seal packing
that included a glued outer box, a plastic seal over the bottles
neck, and a foil seal over the bottles mouth. Tylenol released
the tamper-resistant packaging just six months after the crisis
occurred.

References
European Journal of Scientific
Research ISSN 1450-216X Vol.27
No.3 (2009), pp.358-371
EuroJournals Publishing, Inc. 2009
http://www.eurojournals.com/ejsr.ht
m

Adverse Publicity

EXPOSED: The Secrets Behind

Brand Shilpa Shetty

'Controversy queen' in the making

Shilpa had been Dale Bhagwagar client for five years,
and it was only during and after the 'Big Brother'
reality show in UK that the publicist took extra
interest in her branding, and that too, at an
international level.
However, no one can ignore the calculating methods
used by her publicist to keep Shilpa in news 24x7 and
brand her as a 'controversy queen'.

PR took full advantage of his

freedom

The Mumbai-based publicist had been closely following the show's

developments through the daily news and video capsules put up on the
Channel 4 official website.

Dale received 10-15 calls from top of the line UK journalists and TV
reporters and addressed each and every major channel and paper in UK
while Shilpa was in the House .

Believe it or not, Dale had so much faith in Shilpa that while she was in the
House for a month, he catered to the entire print, television, radio and
internet media, holding SIX Press Conferences (four in Mumbai, one in
New Delhi and one in Kolkata) to address various controversies she was
facing in the House

Defending Shilpa tooth and nail

He always spoke like a man possessed.. possessed
about building an unshakeable brand out of Shilpa
Shetty.
One of the reasons why the publicist would have
gone into such a PR overdrive could be the fact that
he was himself getting fabulous mileage out of this
whole Shilpa hype.

Scheming for Shilpa!

Richard Gere clasped and kissed Shilpa Shetty at an event in New Delhi.
He was there to promote AIDS awareness, and ended up being talked about
for all the wrong reasons. This turned out to be another golden chance for
Dale and he made sure it was exploited to its fullest PR potential.

He organized a huge Press Meet exclusively for all national TV channels,

where he had Shilpa come before the media and strongly defend Gere,
while Dale repeatedly blamed the media for unnecessarily hyping up the
incident, harping that "three pecks on Shilpa's cheeks don't deserve
national attention".
He actually managed to turn the controversy into an issue. An issue so big,
that some political parties hit the roads, burning effigies of Shilpa in protest
of the incident, while the publicist might have smiled from his airconditioned office. It was like a mission accomplished

Result
Apart from sending out press releases to his media list almost
every day during the entire year, he set up media reps in New
York, Colorado and London, and lost no opportunity to turn
every minor incident and achievement of the actress into socalled 'News' and 'Gossip'
Shilpa became a name well-known to a major part of the
world, and was termed 'the face of Bollywood'

He made sure Shilpa stayed on the top of news all the time.

References
www.dalebhagwagharmediagroup
.com
http://
www.planetbollywood.com/display
Article.php?id
=s070808104840

New Image
Dove Campaign for Real Beauty

Situation

The Dove Campaign for Real Beauty (CFRB) began in England in 2004
when Doves sales declined as a result of being lost in a crowded market.

Unilever, Doves parent company, went to Edelman, its PR agency, for a

solution. Together, they conceived a campaign that focused not on the
product, but on a way to make women feel beautiful regardless of their age
and size.

CRFB aimed not only to increase sales of Dove beauty products, but also
targeted women of all ages and shapes.

The Dove Campaign for Real Beauty

It is a global effort that is intended to serve as a starting point for societal

change and act as a catalyst for widening the definition and discussion of
beauty. The campaign supports the Dove mission: to make women feel
more beautiful every day by challenging todays stereotypical view of
beauty and inspiring women to take great care of themselves.

In addition to changing womens view of their bodies, Dove also aimed to

change the beauty market. In an industry where the standard of beauty is
often a size two blonde supermodel, Dove distinguished itself by using
models that ranged from size six to fourteen. CRFB abandoned the
conventional cynical method of portraying perfect women as beauty role
models

OBJECTIVES:

Increase sales of Dove beauty products and new product lines

Create dialogue, debate, and discussion about the true meaning of beauty
Attract national TV and print media coverage
Gain local press attention in the hometowns of models featured
throughout the campaign
Drive users to the CFRB Web site to share their thoughts and opinions
about the campaign and beauty stereotypes
Create a call to action for consumers to join the movement through
website pledge that activate a donation by Dove for self-esteem awareness
programs

Strategy

IN THE NEWS:
Press Coverage :

After CFRB was launched, a slew of press was devoted to the ads in the
campaign. The campaign was featured and debated across both print and
broadcast media. CFRB was featured on national morning shows such as
Good Morning America, The Early Show, and The Today Show

CFRB was written about, debated and the press received responses from
the public in the form of letters, online voting, and message boards.

PRWeek named CFRB the Consumer Launch if the Year 2006 in the article
Edelman and Unilever-Dove: Campaign for Real Beauty.

In a January 12, 2007 article in Womens Wear Daily, Michelle Edgar

described the efforts of Dove in introducing Pro-Age Campaign. In the
article, Edgar included quotes from the marketing director of Dove, Kathy
OBrien, describing Doves mission and describing the success of the
campaign thus far.

USA Today featured CFRB in an article about Doves 2006 Superbowl ad.
Writer Theresa Howard called the ad inspirational

Press Vs. PR Message

According to PRweek, the publicity for CFRB generated more than 650
million imprints during the summer of 2005
Of the 22 articles collected for this project:
18 directly discussed some aspect of an ad made by Dove for the CFRB.
10 had a direct quote from someone representing Dove or Unilever.
17 used some element of a press release to add to their story.
7 mentioned the CFRB website
6 mentioned the Dove Global Study and/or used statistics from the study.
17 articles covered CFRB positively, praising the campaign.
Only 5 articles criticized the campaign.

Result
Dove effectively reached their target audience through their
tactics and programming.
Dove was able to understand the feelings at the core of their
audience. They connected on an emotional and personal level
with women of many nationalities, races, beliefs, sizes and
ages.
The Campaign for Real Beauty shattered the stereotype of the
size zero, blonde, perfect model. CFRB made a splash; it did
not enter the market quietly. Commercials, billboards and
magazine ads soon had the media and households across the
United States buzzing

References

http://psucomm473.blogspot.co
m/2007/03/dove-campaign-for-r
eal-beauty-case.html