Pelican creates edible Sherbet Fountain advert after media furore

Pelican Public Relations has created an edible Sherbet Fountain 'Dabvert' in response to a media furore after the brand changed its iconic packaging.

Londoner Harriet Rodgers samples the world's first edible advertisement
Londoner Harriet Rodgers samples the world's first edible advertisement

The PR and events company organised the experiential campaign in London yesterday for Blackpool-based Tangerine Confectionery. A 2.5-metre-long ‘Dabvert', featuring a giant version of the new pack, appeared with product samples attached.

Newspapers including the Daily Mail and Daily Express were up in arms earlier this week after Tangerine announced it was modernising the packaging of the iconic brand.

However, the confectionery company claims that the new design will help prevent the product spilling from the pack. It denies that the change was a health and safety issue.

"The reaction from the public was certainly positive and all the edible elements of the advert were eaten," said Michael Bennett of Pelican. "The new product design means that less of the product leaks. The media furore was, in part, a misunderstanding."

Fore pictures from the event click here.

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