Legacy Matters

Dr Pepper apologizes for placing coin near crypt

On Tremont St in Boston is the Granary Burying Ground,  the final resting place of many Revolutionary War patriots and signers of the Declaration of Independence like Sam Adams, Paul Revere, John Hancock.  Also buried there are victims of the Boston Massacre killed by British troops, including Crispus Attucks, an African-American sailor.

On this hallowed ground, part of The Freedom Trail, Dr. Pepper hid a coin, as part of a nation-wide treasure hunt, which would have been redeemable for up to $1 million in a promotion for the soft drink.

Fortunately, the Parks Department closed the burial ground due to icy paths last week when it learned of the ill-considered promotion.  Fearing damage from scores of treasure hunters, the burying ground remained closed.

Dr Pepper apologized, "The coin should never have been place in such a hallowed site."

Guerilla marketing is not going well in Boston. Last month, bomb scares closed down much of the city when another ill-conceived promotion by the Cartoon network placed devices containing magnetic lights and dangling wires under bridges to advertise a cartoon show.
That cost Turner Broadcasting $2 million and the resignation of the head of the Cartoon network.