Trending PR Campaigns
Rylan’s Big Kiss
Waken partnered with Tesco to place over 32,000 neck‑tagged whitening mouthwash bottles in stores as part of its ‘Rylan’s Big Kiss’ campaign. The tags directed shoppers to competitions, influencer content and films built around public ‘Big Kiss’ activations and a YouGov ‘Big Kiss Report’ about kissing and bad breath — using a playful, in‑store stunt to spark conversation about oral care rather than directly sell product features.
Why it worked: It reframed “retail media” as the product itself—neck tags as ad inventory—tied to fresh YouGov stats and a celeb-led cultural moment.
The lesson: Consider turning packaging into the media buy; add a simple QR-to-contest mechanic anchored in timely, proprietary survey data.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Waken teams up with Tesco as part of ‘Rylan’s Big Kiss’ push | Tuesday 2nd June, 2026 |