Concept:
I Can't Believe It's Not Butter! Mediterranean blend

Challenge:
Launch new product flavor in conjunction with Mediterranean island trip giveway

Result:
Glass box truck concept generated in market and viral consumer buzz. Launch event with Fabio in Times Sqaure and extension events in Philadelphia and Boston generated tens of millions of media impressions. Winner of a 2008 Platinum PR Award from PR Week in the Product Launch category

Partner:
M Booth & Associates