"Für eine bessere Welt"

Driving home from Munich the other day, I heard this really neat radio ad: a guy calls a store to confess that he stole a small package of batteries from the display and the sales clerk on the phone goes: "uh huh"... obviously she doesn't know what to do with this information. The guy continues on, and says that he felt so bad about stealing the batteries that he just went back into the shop and put them back where they were. So if she was missing the batteries before, well she has them back now.
The moral of the story was: Drink XYZ für eine bessere Welt (for a better world).
I think the story is really nice, and I remember the name of the drink (but I'm not putting it up here for professional reasons), yet I don't get the connection (why is it a better world if I drink their stuff?). Hmmmm...
And to think I got all hyped up about an article from a guy in the latest Marketing News paper who fussed that some advertisements may sound good, but they aren't giving the target audience a reason to buy their (particular) product. Looks like I have to agree with him. Hmmm.

Is it time to hire a Blog Relations Manager

For those of you who got my latest newsletter, this won't be news to you... The idea that a corporate communications department hires someone to influence the bloggers though, opens up fantasies to new levels: will there be a virtual Cannes Film Festival to which you can invite your most influential blogger? What will the BRM's budget be? How will you set the budget... what will be the basis for it? Hmmmm.....