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The Congestion Charge was never very popular but when it was announced that it would be increasing from £5 to £8 it was enough to turn the air blue. This Swear Box was sent to small businesses in London and presented them with 2 options: either pay £8 every time you say the “C word” or buy a G-Wiz and never mention it again.

This was sent to media buyers to promote the huge advertising opportunity that was ITV Sport’s coverage of the Rugby World Cup from the land down under. Each kit contained 6 doses of “Emergency Mouth Wash” (lager to you and me) neatly presented in an upside down tinny.