Mutiny on the Bounty? No, but stunt is sweet success for PR team

Last week’s announcement that Bounty bars would be dropped from Celebrations Christmas boxes prompted both support and condemnation from a number of celebrities including TV presenters Richard Osman and Piers Morgan.

But the tactic, shared through a mere press release, has been praised by PR experts, as a clever hoax that garnered the brand massive publicity.

Only a limited number of Bounty excluded Celebrations boxes will be available at a small selection of pop-up Tesco stores around the UK.

John Harrington, editor of PR Week UK said: “Basically, it’s the idea that people are talking about your brand.

“If you get it right, then you can get a huge amount of coverage that you wouldn’t get necessarily from a big, mega-budget glossy advert.”