I heard an advertisement that KFC is raising money to fix all of the potholes in Johannesburg. That is certainly a high risk strategy, to identify your brand with the repairing of holes that are forever opening.

If your campaign is successful enough, people will always remember that you have now taken responsibility for potholes and if there are too many of them, or certain potholes in prominent places don’t get fixed for a long time, they are going to associate your brand with it. Personally, I hope it works and to work, they need to fix all the potholes and keep on doing it!