The brand’s greatest asset is its status as a genuine badge – one high-profile Hip Hop artists celebrate. Being a “Magnum Man” is about a life well lived. If you are “living large”, you protect that life by practising safe sex.

Opportunity: Create a relevant conversation between the brand and consumers through music and facilitated by inspirational role models within the target audience. We created an evergreen initiative that encourages an open discussion of sexual health in urban communities by celebrating the culture – and the success of cultural icons.

• 175 million PR impressions including feature articles in the New York Times, Washington Post, Miami Herald, and Billboard magazine − and in dozens of category-specific publications and blogs.

• Artists submitted 2,074 songs − more than ten times the original goal of 200.

• 157,711 online votes − with each visitor spending ten minutes on average.

• 86% of voters were 18–34. Grew overall domestic business 22% YOY in the face of aggressive competitive activity, including two product launches that mimicked our trade dress, and enjoyed 30.4% YOY growth in Atlanta DMA following the "Birthday Bash" event .