Coolblue's take-over rumours were major promotional stunt | RetailDetail

Coolblue's take-over rumours were major promotional stunt

Coolblue's take-over rumours were major promotional stunt

Social media lit alight with Coolblue rumours yesterday, saying the company had been sold for 1 billion euro. Speculation arose about who could have been the buyer, but a press conference revealed the true nature of the rumour.

"Ad Sinterim"

CEO Pieter Zwart told he could not refuse the offer from the buyer, during a "hastily" arranged press conference. The buyer turned out to be Sinterklaas, who paid 1 billion in gingerbread nuts. "Sinterklaas would become the company's CSO, but only "ad sinterim" (a pun on "ad interim" and "Sint"). As soon as the Sinterklaas period (revolving around 6 December) passes, the man would return to his home in Spain.


The rumours therefore turned out to be a marketing stunt, even involving the company's employees who had received an email which stated major news would be unveiled at a press conference. It quickly became clear that there would be no actual take-over.


This promotional campaign did result in a huge amount of attention, both on news sites and on social media where the replies are overwhelmingly positive. In that regard, Coolblue has definitely hit the mark.

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