Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Convincing people to wear life vests can be tricky, even if it seems like common sense.
So, to drive home the importance of water safety—and plug its Izeber 50 floating model—French water sports brand Tribord invented a canned beverage called Wave, then dubbed it "the worst drink in the world" and offered it to passersby on a seaside boardwalk.
Created with agency Rosa Park, it's an ingeniously underhanded way to deliver the message.
That's because, it turns out, the recipe is simple: saltwater.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in