For the same promo in 2006, we created a highly successful hoax email that circulated not only around New Zealand, but around the world. It gained notoriety amongst the unsuspecting public and a huge amount of media attention.

In 2007, we came clean and released a public apology. It explained how Soul had been found guilty of misleading the public and were subsequently instructed to pay $100,000 to a charity or organisation of their choice. The beneficiary turned out to be ‘Soul Aid’, an organisation we created that was dedicated to donating $100,000 worth of French champagne to Auckland women in need (of a free drink).

The objective of the promotion was to give away RRP $100,000 worth of Laurent-Perrier French Champagne to the women of Auckland. To keep track of the results, we created an online bar-o-meter which monitored how much Champagne was being given out. Sure enough, by the conclusion of the campaign, the bar-o-meter had indeed been drunk dry.