Something I’ve always been drawn to are brand one-off stunts that generate a ton of earned media, like Dunkin’s beer line with Harpoon Brewery or Goldfish renaming themselves to “Chilean Sea Bass” for a limited-time. Thinking about those two favorite stunts of mine and my favorite author, Emily Henry’s, upcoming book, I developed a stunt that PR pros will love, literally.
The background: Emily Henry runs the rom-com book monopoly currently. Her heartfelt, cozy books are perfect for beachside days, and each release generates more excitement than the next. With three of her five core rom-coms being adapted for the screen and the most anticipated rom-com of 2025 on the way with an April 22nd release, Henry needs a stunt that will attract new fans to pick up her old rom-coms that will be turned into movies and generate buzz for her upcoming release.
The problem: Men always complain about how they don’t know what women are looking for in a relationship–and they’d never be caught dead reading a rom-com in public.
The insight: Women actually want men written by women: their favorite book characters.
The strategy: Emily Henry’s rom-coms are the perfect handbooks for men to help them win the girl of their dreams. All of women’s secrets are revealed in her rom-coms–it’s now up to the men to take note.
The creative: We’re creating a line of “men’s covers” in richer, darker tones of Henry’s iconic book cover colors, so that men can feel confident reading rom-coms where dream men are created by a woman. Coinciding with the release of Henry’s new rom com, A Great, Big Beautiful Life, and her three upcoming book-to-screen movie releases, this stunt is the perfect way to generate positive PR for Henry’s brand.
