Mattel launched a publicity stunt in 1977 where they decorated an entire street in Manchester pink to promote their Barbie doll. They painted the exterior of 70 homes, streets, windows, and roofs bubblegum pink. This generated an estimated 100 million media impressions. The unique pink street was a bold visual stunt that effectively promoted Barbie. Starbucks implements a name-on-cup campaign where they write customers' names on receipts and cups. This personal touch creates an emotional connection with customers and has led to many new, younger customers sharing photos on social media which further promotes the brand. Innocent Drinks places tiny knitted hats on their smoothie bottle lids during winter. The cute hats

1. Marketing and Public
Relations
Task 2. – Case Study 1
This case study is called Barbie Street. In 1977 toy giant Mattel announced a „pink month‟ to boost
sales of their bestselling doll Barbie. The centrepiece of the campaign involved re-decorating an entire
street in a bubble gum pink colour. An estimate was made to show the media coverage of 100 million
people. The street was painted completely, including the floor, doors, windows and roofs. A five-figure
sum was given to the local community groups in return for the permission to temporarily transform 70
residents‟ homes.They have researched and analysed their market in order to attract the right people
and to find the best way to communicate. They have targeted girls and women, due to the popularity
of the Barbie doll seen to be a popular item amongst young girls.
The technique that has been used is a direct
stunt approach to raise awareness for the doll
Barbie. The street that you can see to the left is
a photograph of what was turned into „Barbie
Street‟ in Manchester. The colour pink is
extremely eye catching and very emphasised to
promote Barbie. From the surroundings the
street really did stick out, therefore the image of
the campaign is simple but very outrageous and
unique making it effective. Pink is a colour that
has a lot of connotations towards women and
girls. Barbie is a doll, which has a market
audience that comes under that category
therefore using this particular colour, represents
the doll and the consumers. The painted
houses almost look as dreamy and plastic as
the doll it‟s self, interpreting the fantasy, playful
side to it. The idea is used to create a dilemma and attraction of people who are wowed or even
shocked at the pink street. Figures show that there was media coverage of over 100 million people.
Barbie has been playing a special role with girls all over the world, not only is she beautiful to look at
and play with, she also relays the message to girls that they can be anything they want to be - they
can fulfill their dreams. „’Pink is the color of universal love. Pink is a quiet color. Lovers of beauty
favor pink. A pink carnation means, "I will never forget you".This has not only attracted existing
customers but potential customers and the public. This exercise engages people not only to promote
the doll itself but to make people aware of the plastic product as well as doing something
extraordinary to attract free media coverage. The promotion of the brand Barbie has worked very
effectively here especially due it been „pink month‟ the attractions are endless.

2. Case study 2
Starbucks coffee is a very popular
coffee shop for young as well as
old consumers of coffee,
milkshakes and even afternoon
lunch or tea and biscuits. The
company have indulged into
making their consumers feel more
welcome, after an order has been
taken at the counter the name of
the customer is either written on
the receipt of the order and/or on
the cup that is being used for
them. In most circumstances, this
way of promoting their company
catches new customers that want
to feel like they‟re appreciated greatly too. My knowledge of the company and the young age that I am
expresses those customers my age that had never been to Starbucks before became regular
customers due to the likeability of the fact that your name is written
on the cup. It is all about making a connection between you (staff)
and the customer.
The publicity stunt always engages in free media coverage due to
consumers of Starbucks posting photographs on social networking
sites such as Facebook, twitter and instagram of their drink
purchased at Starbucks with their name on. It became a recurring
and popular aspect amongst young people and was accepted to
be „cool‟. As well as that I is also practical for workers of the coffee
shop to not get customers‟ orders mixed up especially when it is
busy.
This stunt is being done every single day at Starbucks coffee now with staff also wearing badges with
their names on to give it a more friendly face to the in store experience.
Ian Cranna, vice president of marketing and category for UK and Ireland: “Starbucks customers
already expect the coffee to be the best, and they told us that the emotional connection they feel in
every store is what sets us apart. This campaign highlights the culture in all our stores, and the strong
desire customers have to feel like an individual when so much of the world feels impersonal. We
already know our customers, but now it is time to put a name a face.”

3. Case Study 3
This seasonal publicity stunt that has been used for many different reasons. One been obvious; to
gain more sales and business. The drink
itself is well known but many people
seem to buy other products such as soft
drinks and juice drinks other than
smoothys. Reasons being that the
innocent smoothie contains 10x more
sugar than a fruit shoot drink so parents
are a lot more likely to buy something
that is better for their children.
Tiny knitted hats have been included on
the lids of every innocent smoothie
drinks bottle. These not only attract consumers and look really cute but they are also for a great
cause. For each smoothie with a hat on that is sold, innocent will donate 25p to Age UK.
The idea of the hats represent the
winter season. The time in which
they were launched with the
smoothies was October 2013 where
the weather was beginning to
change and the temperatures were
dropping. This unique and original
idea has been phenomenal with the
increase in sales, and consumers
have been sending their
photographs in of how they have reused the little hats.
The hat represents warmth for old
people in the winter where it states
a percentage of the money made
will go to that charity. This is also
another way of promoting a brand.
The hats are very appealing and
bring new consumers to buy the
product as well as the loyal
customers.

4. Tachniqiues that they use in order to sell the product
Direct stunt to raise awareness for Barbie
Compare and contrast – advertising campaigns
Piublicretations exercise/stunt
Talk about techniques used
Explain which field of marketing and pr work I look at fits into

5. ANALYSE 3 – 4
INCLUDING ADVERTS AS WELL AS CAMPAIGNS
FINISH THIS TONIGHT AT HOME AS WELL AS TASK 1
TRY AND FIGURE OUT WHAT TASK 3 IS AND START IT. THIS NEEDS TO BE FINISHED BY
NEXT WEDNESDAY.
LAST UNITS WORK OVERALL EVALUATION ALSO NEEDS TO BE DONE TONIGHT/BEFORE
WEDNESDAY NEXT WEEK.