When Love Island’s Chris Hughes launched his own celebrity-endorsed bottled water he sparked outrage on social media.

The internet went into meltdown, and Chris was met with backlash for the water’s controversial promise of infusing every bottle of L’eau de Chris with an actual teardrop from the reality star. You couldn’t make it up, but they did.

The now infamous hoax was the brainchild of TOPMAN and CALM, who dreamt up the two-day campaign to encourage men not to bottle their emotions. After hearing of the stunt, we used our most engaged pages to amplify both the rumour and the resulting reveal video to over 3.5 million people across the UK.

Learn more about using our network to promote charitable causes and other branded messages here.

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