iNnocent 300ML

The hype around the new iPhone 6 was always destined to be big. Apple are geniuses at creating a buzz around their new phone launches, with long queues being pictured worldwide outside their stores. The PR they receive around the launch is endless and the social media buzz surrounding the new product is priceless. The way Apple keep the phone's specifications deadly secret until days before it's release also adds to the desirable and exclusivity of the product.

As Apple gets the limelight, other companies are able to capitalize on their success and get free PR and attention off the back of Apple's.

I really like the way that Innocent Smoothies used their humour and "cheekiness" to produce this amusing ad:

They also used a guerrilla marketing strategy and sent representatives to the store launches where hundreds of people had queued outside to buy the phones, and this was covered heavily by the press. Therefore innocent drinks (who are owned by Coca-Cola- arguably the best marketed brand on the planet) received press coverage and their ad went viral on social media.

Some may say that hijacking other brand's marketing to pursue your own product is unethical, however it is an inexpensive and clever form of marketing, if done in the correct way. It's perfectly legal and if anything, it actually added to Apple's publicity.