I don't know what PR agency is handling this, but I must commend them - it's a brilliant idea. I can't wait to see the media coverage that's generated with the person brings the O'Doul's and their mom.

Because you know someone will.

Kudos to Crumpler's brand champion who stood behind the fun-loving Aussie equity and embraced a risky idea because it resonates with their target. I'd love to see more Brands taking risks like this.