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Ice sculpture in summer stunt disaster

Ice sculpture in summer stunt disaster

Snapple installation melts away

The stunt:

Snapple attempted to erect the world's largest ice-lolly in June 2005, made of frozen Snapple juice, twenty-five feet tall and weighing 17.5 tons.

What went wrong:

It melted. As a crane pulled the frozen treat into an upright position in Times Square in New York City, someone at Snapple made the decision to abruptly call the whole thing off--it was very clear that something was wrong.

With the temperature at eighty degrees, the ice-lolly was melting fast, sending a flood of kiwi-strawberry-flavoured fluid pouring onto the streets of downtown Manhattan and forcing innocent bystanders to flee from the sticky, sugary mess, according to the Associated Press. (Apparently, Snapple executives understood that the snack would melt but not as fast as what happened that day.) Firefighters then closed off several streets and used hoses to wash away the melted gunk.

Lesson learned:

It's pretty obvious, isn't it? Stunts take planning, a lot of it, and not taking even the smallest detail, such as the weather, into account can really trip you up. That may explain why Snapple's more recent stunts have been slightly more safe: When the New York City-based marketing company, EMCI, contacted them to be the sole sponsor on a Boston radio station for six weeks, in effect giving listeners ad-free radio, or at least less ad clutter, Snapple snapped at the idea.

AJR
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