Stunt Marketing Unbottled: From Chimps to Chastity and Coca-Cola Freestyle
What do a chimp, a chastity belt, and a custom Coke machine have in common? Stunt marketing at its fizziest.
There’s a bold corner of the publicity world where fearless brands embrace creativity, take calculated risks, and turn heads in the process. Welcome to the high-energy, wildly inventive, and sometimes downright genius realm of stunt marketing.
Love it or love to watch it, stunt marketing has the power to launch a brand into the spotlight with the kind of buzz money almost can’t buy, certainly not on a $7 million Super Bowl budget. While it’s not without its risks, the payoff can be unforgettable exposure and cultural impact.
At its core, stunt marketing is a daring, attention-grabbing tactic that sparks conversation and captures imaginations. Whether through surprise events, clever performances, or boundary-pushing campaigns, it’s all about creating moments people want to talk about and share.
As someone who’s been at the center of more than a few headline-grabbing campaigns, I’ve seen firsthand how smart stunts can shift consumer perception, build buzz, and drive serious sales, if done right.
Let’s talk about some companies that nailed it.
Virgin Territory—Literally
Sometimes, the best publicity comes from the unlikeliest places like a woman-only hotel with a “courting parlor” and one woman’s mission to shed her virginity before turning 30.
In the mid-aughts, The Accidental Publicist was hired by Condé Nast to handle a project for Jane magazine. The mission? Amplify a bold campaign centered around Sarah DiMuro, a 29-year-old New York comedian who reached out to Jane asking for help losing her virginity before her 30th birthday.
“I’m not particularly religious, nor prudish or shy,” Sarah explained, “but I was a complete and utter dork growing up. I had braces, teenage acne, and experienced social shyness—and, as a result, only attended all-women’s educational institutions.”
Sarah had charm, wit, and a unique story that tapped into something real: the pressure to hit life’s benchmarks on time and the humor in missing them. “I never thought I’d be approaching my 30th birthday as a virgin who hasn’t found a meaningful connection,” she said, “but here I am.”
We helped Jane turn the moment into a cultural event. The magazine launched the “Sarah Needs You” microsite where readers could nominate suitors, vote on who she dated next, and follow Sarah’s adventures in a dating blog. Sarah was game, funny, and disarmingly honest.
The media couldn’t resist. The campaign landed placements on Showbiz Tonight, MSNBC, Fox News, and in top-tier print and online outlets. For Jane, it wasn’t just press—it was proof that the magazine could spark a national conversation without losing its cool-girl edge.
Why It Worked:
✔ The story matched the magazine’s gutsy, intimate tone
✔ It offered interactive content long before it was standard
✔ It sparked honest discussion about dating and virginity—without judgment
✔ It didn’t feel like a stunt—it felt like solidarity
The Nicotine-Addicted Chimp and the Gum That Cared
No, this isn’t a rejected SNL sketch. This actually happened.
Back when the media broke the bizarre tale of "Nicotine Charlie," a cigarette-addicted chimpanzee in South Africa’s Bloemfontein Zoo, most brands watched from the sidelines, unsure whether to laugh or cancel humanity.
Working with XPL Gum, a natural supplement positioned to help the body detox from nicotine, we saw a golden opportunity. The Accidental Publicist recommended the company donate a lifetime supply of the gum to Charlie as a tongue-in-cheek (but real) intervention. And that’s exactly what they did.
Patrick Carroll, President of XPL Innovations and founder of Freedom Tobacco (known for its LEGAL brand cigarettes), put it best:
“XPL is for the smoking human or chimpanzee that’s not ready to quit. While quitting entirely is what’s best for Charlie, XPL Gum is a viable alternative until he’s able to kick the habit.”
The stunt made it into The New York Daily News and Fox & Friends and earned applause from animal lovers and health buffs alike and positioned XPL as a cheeky but purpose-driven brand. No cages were rattled, just the media echo chamber.
Why It Worked:
✔ It was timely and news-driven.
✔ It tied into the product’s actual benefit.
✔ It was playful, not exploitative.
✔ It humanized the brand without being preachy.
Coca-Cola Freestyle: A B2B Stunt That Delivered
While stunt marketing is more commonly associated with B2C because of its emphasis on emotional engagement and mass appeal, it can absolutely be adapted for B2B contexts as well. In B2B, a well-executed stunt can highlight innovation, disrupt industry norms, or showcase thought leadership in memorable ways by helping businesses stand out in competitive markets and connect with professional audiences in a fresh, impactful manner.
One classic example of a successful B2B stunt is the Coca-Cola Freestyle campaign which generated significant media attention, particularly in the B2B sector. Introduced in late-aughts, the Freestyle machine was a touchscreen-operated soda fountain offering over 100 beverage choices, a substantial leap from traditional dispensers. Its innovative technology and user-friendly design garnered widespread media coverage, highlighting Coca-Cola's commitment to innovation in the beverage industry.
The campaign's success was further amplified by its presence at major trade shows and industry events, where it attracted the attention of retailers, distributors, and foodservice operators. This strategic placement not only showcased the product's capabilities but also positioned Coca-Cola as a forward-thinking partner in the foodservice sector. The media buzz surrounding the Freestyle campaign played a crucial role in its adoption across various B2B channels, demonstrating the effectiveness of stunt marketing in generating industry-wide attention and fostering business partnerships
The Do's and Don'ts of Stunt Marketing
If you're thinking about dipping your brand’s toes into the wild world of stunt marketing, consider these tips from someone who’s been there, done that, and placed the segment:
DO:
Tie the stunt to your actual value prop. If you sell gum, make it about kicking habits—not just monkey business.
Ride the news cycle. Speed matters; relevance matters more.
Respect your audience’s intelligence. Clever wins. Cheap laughs don’t last.
Be prepared for it to go viral—or go nowhere. Have a plan for both.
DON’T:
Exploit pain or controversy. Not every headline is a branding opportunity.
Force a connection. If it doesn’t fit the brand DNA, skip it.
Forget the follow-up. The stunt is the spark; the story is what keeps the fire going.
Underestimate backlash. Humor is subjective. Risk is real. Run it by someone who’ll tell you the truth, not just say “this is genius.”
Stunt marketing isn’t for the faint of heart or the boring. But when it’s done with authenticity, wit, and a wink, it can do more than get you noticed. It can make you unforgettable.
Want more unfiltered tales from the frontlines of publicity? Sign up for The Accidental Publicist, no stunt required.