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Tribord's Salt Water Drinks Give People a Taste of Drowning

Life jacket company Tribord wanted to promote its new IZEBER50 flotation jacket in a unique way, so it created a drink made entirely from sea water in order to simulate the terrible taste of drowning.

The clever campaign introduced 'WAVE' water in cans that people were quick to drink and spit out. Should they have read the back of the WAVE cans first, the message to "Make this your last taste of drowning" would have been more apparent upfront.

Considering that flavored, infused and carbonated water is taking off at the moment, this was an ingenious way for the brand to launch its flotation jacket in a way that will leave a bad taste in people's mouths about drowning.