You all know about the disgusting PR idea that Ricola cough drops has resurrected? The “mystery cougher” who goes around in public coughing on people randomly, and if you give him a Ricola cough drop you could win a prize?
Well, TequilaConfessions.com is right up there with Ricola in the Annals of PR Ideas That Weren’t Fully Thought Through. The PR firm that billed Partida Tequila what must have been hundreds of thousands for a glitzy website and high production videos came up with the idea of conducting person-on-the-street interviews in which people confess to things they did when they were drinking tequila. Sounds like, as the agency put it, “a fun way” to get people to learn about the benefits of the product.
There’s one problem with this. The centerpiece of the website, the signature video clip, is an interview in which a young man confesses that while getting drunk on tequila in Chicago, he apparently had a one night stand that produced a pregnancy, and he now has a child in Chicago.
Very funny stuff, right?
Sure, unless you’re this irresponsible idiot’s kid, or one of the kid’s friends, and recognize his “Say, Jane, you are a good sport” dad.
People, the Internet is forever. You can’t unring this bell and eventually you will hear from lawyers for people whose social and professional lives are irreparably damaged by this cavalier attitude toward personal behavior.
If you hate it when your mom drags out your baby pictures, imagine how you will feel when your boss calls up your Tequila Confession and asks you for more receipts to justify those expense account entries…
I just hope the PR firm that cooked up this brain bullet (apologies to Lucy Kellaway and Martin Lukes at the FT) also baked some legal fees and a crisis PR plan into their budget. They are going to need both.