In Case of Zombie Attack

What if it happens? What if our worst fears are realized? If the Dead walk, the continuation of the human race will become a daily struggle. Are you prepared to protect and defend your family and friends? Your best chance lies in the Gerber Apocalypse Survival Kit. Enclosed in a super durable canvas carrying case with reinforced stitching, the kit is compact and packable. To beat the uprising we must work together. We must arm ourselves and organize.  (Actual product description taken from gerbergear.com)

If zombies attack gerber gear has got your back.  Yes they are actually selling a kit that will provide you with every knife variation necessary to keep you alive when dead walking humans plague the earth.  They call it the Apocalypse Kit, and it costs $350.  The kit has been a highlight in many of Gerber's recent marketing strategies.   They recently used product placement on the hit television show The Walking Dead, when a character found the kit in an empty car. Apparently they are using the popularity of the television show along with the recent increased popularity of zombies, vampires, and other mystical creatures, to sell knives.  They also did a promotional giveaway on Facebook, where they gave away a kit on Halloween.  Lastly they sponsored a series of How to commercials.  The commercials gave step by step instructions showing viewers how to sever zombie heads, remove zombie limbs, plan escape routes from large groups of zombies, and survive when the world ends.  http://www.youtube.com/watch?v=B6zO7GBCNEo&feature=relmfu

Is this a smart move?  Who is to say how many people actually buy the Apocalypse Kit.  However, if they are trying to sell a knife or two to fans of The Walking Dead, this campaign was the way to do it. Im sure it will also sell to people preparing for the end of the world.  I believe they are using it as a creative way to bring about more brand awareness.  Thoughts?