A successful campaign!
Let’s look back at surely one of the more bizarre sports stories of the summer. No, not Arsenal actually signing a player – we are talking about Maria Sharapova. Before the US Open, the Russian star announced that she was going to legally change her name – to Maria Sugarpova – after her brand of sweets. In the end, she decided not to proceed with the stunt, and eventually pulled out of the tournament before it began due to a shoulder injury.
Now, the cynics among you might just dismiss this as a silly PR stunt or a desperate grab for attention. However, there is no doubting the impact that this had on the brand – featuring in every major newspaper around the world and being debated across social media platforms. It’s fair to say that in terms of generating brand awareness, it was an ‘ace’ move by the tennis star, which should help to see sales and brand awareness improve. We have to acknowledge the successful campaign!
And although we are not suggesting that you need to change your name to promote your business, it’s a useful reminder that there can be more to promoting a business than the standard methods.
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