The FRijj Swamp Soccerettes. Girls who love football the way they love milkshakes - thicker, slower, better.The main prize was to win the Swamp Soccerettes as personal cheerleaders at our new sponsored event, the FRijj Swap Soccer Wrold Cup, taking place in Scotland.We also gave augmented reality dancing Soccerettes in evry bottle, produced viral videos that did risque the FRijj way, and re-designed the packaging of the limietd edition FRijj bottle with a smiling Soccerette attracing record numbers of buyers.

The medium: idents for Soccer AM, Sky's hugely popular Saturday morning show - a show which takes a lateral look at British football without the strait-laced Premiership gloss found in other football coverage.The passion for thick mud spread from on-pack to online - via mobile, microsite, blogs, Facebook, Flicker and Youtube.

Over 90,000 entries so far – the most successful on-pack promo the parent company Dairy Crest has ever run.Over 1600 Swamp Soccer teams created online, each with up to 13 players recruited via Facebook Connect.Sales 33% higher during the campaign period than projected – with an extra 4 million bottles sold in the 3 months the campaign has been running.