COLT 45 asked us to create buzz in the “of drinking age” youth(ful) market for Blast without using TV. They also asked us to replace an iconic spokesman, who had represented the brand for decades (Billy Dee Williams). We said two things: one, lets do a radio campaign and, two let’s have it feature Snoop Dogg being censored by the government. Nothing pisses off young adults more than censorship and the labeling of their creative brains by the “man." Who’s been censored more than most? How about Snoop Dogg? He’s the icon for “being watched” and he is also the icon for having a BLAST. Every time he says the word, BLAST, the government censors the spot. Check it out. People lit up the social media airwaves.