Sweet Publicity Stunt by Ben & Jerry

Leave it to the Vermont hippie ice cream company to nail the ultimate PR publicity stunt playing off Obama’s inauguration: for the month of January, good ‘ol butter pecan ice cream will be known as “Yes Pecan” ice cream.

I love it.

The lesson here [assuming there is one] is that for a publicity stunt to work, it has to have a “WOM” element — meaning Word of Mouth. As soon as I read about this, I had to tell someone (in this case, my wife).

So don’t bother with costly stunts that don’t have that WOM element. They will be a waste of time and money.