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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.
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