The Bucks Party is the ultimate leave pass for men. But eventually you run out of Bucks. Carlton MID countered this by inventing a man named Ken and raising him for 30 years just so you could go to his bucks. The promotion included:A TVC that explained the promotion and documented Ken’s growth.

A website for entries.

Personalised t-shirts for men who enticed 5 of their mates to join.

Cardboard Kens wearing a cheap suit and a web address placed in areas men frequent.

An emergency card featuring Ken’s phone number. If your wife questioned Ken’s existence, she could ring him.

The Ken’s Bucks summer promotion delivered amazing results for Carlton MID including:•December 2009, biggest sales month in Carlton MID history for 30 pack cartons.•Carlton MID arresting a major decline in brand equity.•Promotion entries tripling from mates independently forwarding invitations to each other.