Originally Posted by
Kay_nyc
I don't think they're targeting a demographic - I think it's a cheap way to expand the number of people who hear about spirit by creating controversy.
We have a winner! It's a prime example of guerrilla marketing where the media attention serves as a force multiplier, giving lots of bang for very little advertising money. It's also a classic sort of thing if you're a scrappy underdog who can't begin to compete in an ad war.
"Don't let press agents cheat the advertising department" was what newspaper publishers used to warn their editorial departments even in the days before there were planes. TV stations and news websites haven't figured that out yet.