In what seems like eons ago in internet time ASOS stood for As Seen On Screen where celebrity-obsessed consumers of the early noughties could buy items that they had seen Posh and Becks wear in paparazzi shots of the gossip columns. From Jake’s t-shirts to replica dresses, the items sold like hot cakes. Often celebrities sparked trends with products that were outside their sponsorship or product placement deals. The phenomena of ambient endorsement came up in the office having read about Nigella Lawson apparently being a fan of the Cannabis energy drink.
A perfect storm of a perspex storage box, what I am guessing were eagle-eyed PROs representing firebox.com and a click-hungry Mail Online sub-editor created a perfect storm of ambient endorsement for the energy drink.
Archived from blog posts I wrote for PR Week