Everyone loves a good hot dog, or 66
Wit 🌭: If you missed this year’s annual Nathan’s Famous hot dog eating contest on July 4th, then your America 250 Years celebration likely fell short. This century-old tradition that fills the corner of Stillwell and Surf Avenues in Brooklyn’s Coney Island with thousands of fans (over 40,000 this year!) is a true lesson in how to leverage humor in marketing. From the coveted Mustard Belt to the pun-filled contestant intros, Nathan’s has demonstrated how to embrace the absurdity to create a brand event that people schedule their holiday around. Let’s not forget the star power that the undisputed “Babe Ruth of Competitive Eating” Joey Chestnut brings to the table, winning his 18th dog devouring title by finishing 66 hot dogs in 10 minutes. Don’t ever consider double dog daring Joey Chestnut. You will most certainly lose.
No vacation from vigilance
Wisdom 💡: Summer is officially here which means OOO emails are a reoccurring theme. But anyone who works in PR knows that there’s no vacation from vigilance. This recent PR Daily article warns that vacation season can expose one of the biggest cracks in even the best crisis communications plans. While seasoned PR pros are always checking in, “reachable if needed” and “keeping an eye on things”, key leaders throughout the businesses we represent may truly be unplugged or unavailable for the rapid response crisis issues require. The key to success in the summer is to always have a backup plan. Designated deputy decision makers, pre-approved messages and the CEO’s cell phone on speed dial are a few simple ways to be prepared. Or if you’re like some of us that like the cold weather, take that much needed vacation in the winter.
Did curiosity kill the Kat? Not this time.
Wit 🍫: Sometimes the best crisis plan is knowing when to lighten up. When thieves stole more than 12 tons of KitKat bars just before Easter, Nestlé leaned into KitKat’s playful personality by inviting consumers to become “chocolate detectives” through a tracker that let them check whether their candy came from the stolen goods. The curiosity of being in on the caper drove consumers wild, with more than 2.2 million checking the app. The result? A supply chain nightmare became the PR Grand Prix winner at Cannes Lions. The campaign is a reminder that understanding when your brand has permission to use humor and how to use it properly is the key to transforming a potential crisis into a cultural moment. As a past Cannes Lion award winner, Peppercomm applauds KitKat’s win and their “break” from the norm.
Pepper Pick
🌭 REPLY: How many hot dogs could you actually eat in 10 minutes? Be honest.
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