Adage on a new weekly product launch from P&G's Crest, an experiment in buzz marketing. One aspect of the launch was to give out samples to CPG bloggers. Here is one example of the blog press they got, the author speculates:
" ... makes me wonder whether P&G isn’t deliberately stealing a page from the indie-film marketing playbook.
First, work hard to generate some buzz and groundswell.
Then, air commercials as if you’re shocked by the early “spontaneous” buzz: “Gosh really, our little brand? How nice of everyone to notice. We really weren’t expecting this, are we blushing?” ... "