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My name is Chris Kooluris. I'm the PR Flak behind the Dr Pepper Guns N' Roses campaign. Thanks for the great round up Stan. It's a great honor to sit alongside such terrific work. The ultimate lesson I learned is that marketing can change the world if it really wants to, but so many brands only want to talk about themselves, and the only change they want to see is an increase in market share. I've always believed that the best way to get there is to find a way to emotionally connect with consumers and "DO" something they can and will never forget. Essentially, create an unforgettable narrative. And a great narrative has characters who are larger than life (Axl Rose) and they do things nobody thought they would ever do (come out and support the promotion and thank Dr Pepper, and in the end, release an album nobody ever thought would come out)...Still shocked no brand has made an offer to get Dr Dre to release detox. Think of the millions spent on marketing trying to reach urban youth...do that, and everyone will know and talk about you...That one is free kids, next one I charge. I'm over at JWT now with my team that did GNR...In between court dates, we'd love to chat :) chris.kooluris@jwt.com

1 year, 8 months ago on 12 Most Outrageous PR Stunts in the History of Marketing (and Lessons Learned)