In France, one in three sea users don¹t wear safety equipment. To remind them of the danger, and promote the new Tribord life vest, we gave them a taste of drowning by launching WAVE, a drink composed of 100% seawater. Over a sunny weekend, the drink was distributed on and around beaches and docks, and in 25 Tribord stores in 5 different countries. The can served as a media, with the selling points of the life jacket printed on its reverse side. The empty can could also be used for a 30% reduction in-store.
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