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An Idea A Day by David Thompson

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PUBLIC RELATIONS

BRING IN THE SCIENTISTS

Jim Blythe

MCVITIE’S IS THE leading British biscuit manufacturer, producing a wide range of sweet and savory biscuits. The company has, for some years, run an annual “Dunking Day” as a way of promoting the biscuits via the well-known habit many people have of dipping their biscuits into hot tea or coffee (dunking). The intention behind Dunking Day was to encourage tea and coffee drinkers to accompany each cup with a biscuit.

The problem was that Dunking Day had become a fairly run-of-the-mill event with little news value. Once was humorous, twice was mildly interesting, three times was pretty meaningless: ...

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