The key to a good marketing campaign is to tap into a preexisting sentiment among consumers. So it's no wonder that some savvy companies have started to work anti-G20 feelings to their advantage. An on line gift site called LifeExperiences.ca has hired marketing company Ignyte to create a billboard inspired by the much maligned Fake Lake, a $57,000 "water feature" to be built to introduce foreign journalists to the Muskoka vibe. The billboard will be posted in Oakville, so it's doubtful that any world leaders will actually see it. But its message might bring a smile to the face of suburban commuters, who will likely be stuck in endless summit-related traffic jams next week: "G20. Go jump in the lake."
Another company, Toronto ice cream maker Greg's Ice Cream, plans to give out more than 2,000 samples next Friday June 25 in an effort to raise people's spirits, pre-summit.
The company's marketing partner, Organic, will film people's reactions to the free treats to create a video they will post on line. So if you're heading downtown next Friday, take comfort in the fact that even though there will be headaches, holdups and general craziness, there might also be free ice cream.