Oh my, a handbook case of how you don't seed a brand on the web is Cillit Bangs latest gaffe. Tom Coates at plasticbag.org tells about the crass commercial message he received as comment spam to a heartfelt post he made about his feelings for his estranged father here: Cillit Bang and a new low for marketers.
Barry Scott, the cillit bang guy in the UK chirped in with a comment, just to be able to link his weblog, barryscott.blogs.com. How tacky. (I wonder if the Danish cillit bang guy, Jakob Holm has a blog as well).
Tom tracks the comment spam, via Y&R's IP number, through to JWT and then to Reckitt Benckiser, and he rings them up asking what the hell they're doing. You should go and read the whole story. The Cillit Bang marketing team have since apologised, but as I always say "Don't be sorry, just don't do it in the first place!"
This is such a shame, as Cillit Bang already had the coveted cult reputation, thanks to its silly name, the over the top ad, the Cillit Bang, the hardcore cleaning sensation eurotrash techno remix which is brilliant, and finally the ad ban!. You don't mess with this sort of success people!
(and yes, it is funny that this post comes straight after is Buzz illegal? IMHO)