June 2nd, 2015 by BMLPR
The American Dairy Association & Dairy Council approached BMLPR with an interesting challenge: How do we remind people to consume dairy products during the winter months when people are bundled up and indoors away from sunlight, a natural source of the essential Vitamin D? Answer: Build the World’s Largest Mug of Hot Chocolate.
BMLPR planned and executed the stunt during a heavily branded unveiling event next to the ice rink at New York City’s Bryant Park – which ended up coincidentally being the coldest day of the year.
The custom-made mug held 500 gallons of hot chocolate, easily beating the previous record of 15 gallons, which was served to those in attendance.
The event generated:
375+ total stories
73 MILLION+ media impressions
$3.6 MILLION+ in publicity value (TV only)