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.