|
Think the real interview's going to be tough?
Wait 'til you practice with us.
Our client was Procter & Gamble. Oprah's wrath was about to fall on one of their pending products, Olestra. The no-fat substitute for snack chips was still awaiting final approval by the FDA.
Oprah invited a P&G scientist to an on-camera duel with Olestra's most vocal critic before millions of potential consumers.
Olestra's future - and a fortune in research and development - were on the line.
P&G called 3D Communications for an emergency media training.
We prepared our client as only former reporters can: with an onslaught of tough, take-no-prisoners questions. Lucky for him, we were on his side.
Game Day: Our client strode onto the stage of OPRAH; a bag of Olestra chips in hand. Oprah tasted the chips on-camera. She loved them and told the audience so. (Imagine the dollar value of THAT!)
The FDA approved Olestra. And a tape of that once dreaded encounter with Oprah was re-played on video monitors throughout the company's gala celebration. |
