The ad in Rolling Stone garnered massive attention with consumers and mainstream press for being the first ever taste-able ad. The Mojito flavoured taste strip attached to the page appeals to all five of consumers senses. This groundbreaking ad was a rabbit hole into a massive alternative reality campaign based on Cane and the show's Duque rum. Furthermore, a competition to become the next face of Duque rum was another integral part of the print campaign. The competition was integrated into episodes including shots of the Rolling Stone ad as if they created it as their own. Each time the campaign was mentioned on the show, the fictional website received massive spikes in traffic. Thousands of girls uploaded photos to apply to be the Duque rum girl. Hundreds of thousands voted to choose the winner of the Duque rum girl contest.

The media used to create buzz for the Duque campaign was just supplemental dollars from the traditional plan. It garnered massive consumer and mainstream press. Cane and CBS showed a dramatic increase among the 18-34 demographic and across their entire fall season launch.