Novelty marketing has seen an uptick over the past few years. Unusual product offerings and spokespeople have popped up more frequently, ranging from Peeps-textured nail polish to Odd Couple-type pairings of celebrities and products. Perhaps the tactic’s best and most long-lasting example is the Oscar Meyer Wienermobile, but other brands have tried various unexpected campaigns to increase their relevance and reach. Ultimately, whether a shock-value campaign is beneficial for a brand greatly depends on their approach — and their understanding of their existing audience.
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Laura Emanuel
Laura Emanuel is Managing Director of Red Thread PR, Brownstein’s PR specialty agency. As agency leader, Laura’s is responsible for the operations and management of 20+ team members, strategic campaign planning for global and regional brands and business development. She is entrenched in several Fortune 500 and Fortune 100 brands and brings deep media expertise across healthcare, manufacturing, financial services, tech, hospitality, commercial real estate and architecture. In 2019, Laura saw the team to its most notable recognition when PR News named it a “Small PR Agency of the Year” finalist. Under Laura’s leadership, the team also cracked the top 100 shops in the U.S. according to O’Dwyer’s. With Brownstein Group for 15 years, Laura established Red Thread PR in 2022 in response to a growing need for more dynamic PR specialists who understand how to connect Paid, Earned, Shared and Owned channels.
Laura graduated Summa Cum Laude from Cabrini University with a BA in mass communication and concentration in journalism. Laura holds her APR certification through the Public Relations Society of America. Laura is passionate about making healthy lifestyles accessible for all communities, proudly serves on the board of Vetri Community Partnership and consults with Girls on the Run Philadelphia. When she’s not making headlines for her clients, you can catch Laura sweating it out on Peloton or chasing her pup, Romeo.