I'll tell you about a process we use, which is called 'roach bait,' " he says. In this scenario, Big Fat plants a group of people in a bar or other setting, and instructs them to use a brand, perform a ritual or repeat a sound bite. They are told to involve others in the activity.

"Before the night is over you see that thing, that ritual, that sound bite or that product, being used throughout the bar," he says. "It's kind of like a roach motel. The roaches come in, they take the bait and then they spread it.

Then, there's the 'roach bait' technique. Under this scenario, the paid huckster doesn't necessarily buy a drink for others. He's often found sitting in a prime spot at a bar or club, very visibly drinking Brand X. He talks up the brand big-time in the hope the good word will spread.