With all the clutter out there, a winning marketing message today requires taking risks, according to Renegade Marketing Group Chief Executive Drew Neisser.

FORBES: Don't Let The Customers Drive

Mr. Phoenix's prank underscores one of the main risks of the in-character promotional strategy, marketing executives say.

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Many of them, including Marriott International, a hotel chain, have been quick to blame the marketing firm for the leak and to alert their customers to the risks.

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As CSPI litigation director Stephen Gardner told Bulletproofblog, the suit claims such marketing is illegal under various state consumer protection laws irrespective of the alleged health risks.

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"Our belief is that women will be invited to compelling advertising and marketing messages to experiment on themselves with a drug that has some effectiveness with healthy weight loss but possible serious risks, " said Cindy Pearson, executive director of the National Women's Health Network.

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