Have you seen this viral video of a marriage proposal gone terribly wrong?
Turns out, the whole thing was not only a hoax, but a PR stunt at that!
It’s all part of a Cadbury’s “Not So Sweet” campaign for its Bournville dark chocolate product.
In addition to the video going viral, the hashtag #notsosweet has exploded on Twitter with tens of thousands of users giving real life examples of life’s bittersweet moments.
The work by Cadbury’s PR team is a textbook example of the power of creative PR and how leveraging social media can drive huge results for businesses today.