I never thought I’d say this but Good on you Katie Price. You fake eyelashed, hair extended, grey matter reduced beauty you.

The artist (sic) formally known as Jordan said yes to having her Twitter account ‘hijacked’ by Snickers in the boldest stunt of 2012 so far.

The former page 3 girl tweeted about the Euro debt crisis and called for ‘large scale quantitative easing in 2012.’ Baffled followers began questioning whether her account had been hacked before it was revealed it had, only for PR purposes: “You’re not you when you’re hungry @snickersuk #hungry #spon, “ with a link to Price holding up a Snickers bar.

So far, so clever. Unfortunately it feels like the classic case of an innovative idea seeming so clever that it shades what is smart for the brand. I’m all for people being themselves but by relying on the public wisdom of Price’s perceived intellect, the brand is almost positioning themselves with the strapline: “Get some stupid.”

I’ve lost count of the times I’ve been in a brainstorm and the idea starts to become the heart of the campaign, not the brand. It’s easy to do. All of a sudden you end up with a strategy that is so innovative that the product almost gets in the way – but as soon as that happens, you know you need to rip it up and start again.

A creative director I knew once used to say: ‘Kill your darlings, not your clients.’ Fair play to Katie Price for getting involved with such a bold campaign. I just can’t help thinking Snickers should have found a different darling to be at its heart.

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Today’s post is from one of our new bloggers, Rob Remington Drake. A creative on the Exchange, Rob is the Creative Producer at Brave Spark Media. He’s won awards with some of the top agencies in London on brands such as Nissan, Air New Zealand, Samsung and BMW.