This was a street marketing operation to promote a life vest sold by sports equipment brand Tribord. A street team distributed cans of energy drinks at beaches in the South of France. The cans were actually filled with 100% salt water, designed to give people a taste of drowning. The cans themselves could be used for a reduction on the purchase of a Tribord life vest.

Our media was the fake drink can. All the information was there. The message : make this your last taste of drowning. There was also a reduction coupon printed on the can. People could take the empty can into the store and get a 30% reduction.

During the operation, sales of the vest increased by 130%, and after the operation stabilized at a 22% increase.