Here’s something to ponder: pretty much everyone, I mean EVERYONE, likes root beer floats. Yet when was the last time root beer floats came up in one of your conversations? 10, 20 years ago? There is an underground army of root beer float lovers, and thanks to this new product launch, the exclusion of floats from everyday conversation may be about to end.
The press release proclaims:
“More than 110 years after the ice- cream float was first consumed, A&W and Sunkist Floats are being introduced to recreate all the rich creamy frothiness of a real ice cream float in a bottle. A&W and Sunkist Floats – first-of-their-kind, float-like beverages – deliver a real float experience without all of the fuss.”
I’m a little skeptical of their ability to deliver a “real float experience”, but you better believe I’m going to be trying this.
Click below to read my thoughts on how their product launch went wrong and how the heck they can make this taste like a real float.
Sadly this product launch comes with yet another example of a company not only failing to utilize the web as part of their launch, but making a mistake that will cause negative publicity. The press release touted the website floats.com. Unfortunately the site was NOT live when the press releases went out, and STILL isn’t live. (note to marketers: ALWAYS have your website live if you are touting it in a press release).
People have noticed. the daily (ad) biz wrote a post about the product launch titled, “oops, we forgot the website.” What should have been an all positive write-up for the product’s debut instead focused almost entirely on the fact that they were promoting a website that didn’t exist.
I contacted Cadbury’s PR folks over at Ketchum and they informed me that the website won’t actually be launched until later this month. Hmmm…ok, then why was it in the press release? While it would have been ideal to have the website ready to go the same time the product launched, they also could have just left the website out of the press release to avoid any blowback from promoting a non-existent site.
However, thanks do go out to the folks at Ketchum for providing me with the two images of the floats in a bottle that you see above, and also for sending me a “pitch letter” touting the new floats. If you’re like me, you may be wondering how exactly they are going to make this all work. Well according to the pitch letter:
“The soda-shop inspired glass bottles are used as part of the innovative and proprietary bottling process required to produce the first of its kind carbonated dairy-based Floats product.”
Hmmm…innovative? proprietary? first of its kind? Those sound like nerd words to me. What exactly does Cadbury have up their sleeve? My guess is a bunch of chemicals that make it taste frothy. I’m uber-skeptical, but I can’t wait to try this product out, and I’ll be sure to let you know what I think once I do.
I wish you luck with this product launch Cadbury, I’m ever so hopeful that this will be good. Oh, and Cadbury? Next time don’t tout a website that doesn’t exist.