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They say any news is good news. Ask Cumberland Farms. The Massachusetts-based convenience store chain signed on "The Hoff," David Hasselhoff, to help sell iced coffee. They are using life-sized David Hasselhoff cutouts outside 570 of its stores to hawk the drink.
And the ad campaign has been a hit. Just not in a way that the company expected.
Apparently, people have gone so crazy over the ads that about 550 of the 570 Hasselhoff cutouts have been stolen from in front of stores, reports The Associated Press. Perhaps realizing the unintentional marketing opportunity, Cumberland Farms has taken the thefts with good humor.
On its Facebook page, the company asked people to stop pilfering the signs featuring Hasselhoff in a tank top asking if you're "Thirsty?" However, the company added that it hopes that anyone who has already stolen the sign to let the company know that Hoff is doing well and is being cared for, writes the AP.
The store said that it intends to keep replacing the stolen David Hasselhoff cutouts until the ad campaign ends in August. So if you're looking to add a David Hasselhoff sign to your bedroom, you have some time to act.
As far as why Cumberland Farms would want to continue with the ads if the signs keep getting stolen? The better question, is why wouldn't they? After all, the thefts have caused folks like us to blog about it, bringing attention to the fact that Cumberland Farms is now offering iced coffee.