Floating stuff down the River Thames in London is a well worn public relations stunt.
As a means of public engagement it's attention grabbing and makes for a great, er, splash in the media.
But I'd challenge anyone to demonstrate return on investment without sustained activity.
Here's ten items that brands have floated down the River Thames in the last decade or so.
1. Duck, Jackpotjoy.com, 2012
2. Hippo, Thames Festival, 2014
3. Monkey, PG Tips, 2016
4. Polar bear & iceberg, Eden (TV channel) 2009
5. House, AirBnB, 2015
6. Olympic rings, Olympics, 2012
7. Dyson vacuum ball, Dyson, 2005
8. Lotto balls, National Lottery, 2013
9. Floating Bed, Pink Floyd, 1998
10. Michael Jackson statue, 1995
PG Tips is amplifying its ongoing green tea push today (16 May) by towing a giant topiary version of its Monkey mascot down the Thames in London. The stunt, which was devised by W Communications, hopes to 'energise' commuters passing by the river on their way to work. The two-storey, six-metre high structure is made of 110,486 fabricated green leaves. Londoners caught onto the stunt's social media appeal, tweeting their takes on the iconic green ape.