December 3, 2008

We hope she was well paidThis week saw Gossip Girl star Kelly Rutherford continuing to plug lighting products from Osram Sylvania with the switching on of their CFL-lit tree in a tacky New York office (pictured). What is going on behind the scenes in the PR department to make an event like this happen?

In recent years, the compact fluorescent light bulb (CFL) has become associated with all things environmentally conscious. This generalization can also be a curse because concerns that plagued early versions of the bulb become associated with the new product.

When it came time for lighting supplier Osram Sylvania to launch its new micro-mini Twist, the world’s smallest CFL, it enlisted the help of Weber Shandwick’s global strategic media group to make sure it got its greenie points across.

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