“If you’re tough enough to pour it, you’re tough enough to drink it” – is what Mercury Cider tells Australian men. This extremely tough tap was installed in bars and pubs all over Australia. A series of films launched the campaign, and people were challenged to try it themselves. The men were challenged to do better than David Foster, 21x woodcutting champion. Thehe tap-pullings were automatically added to a national leaderboard and videos were shared online.