1Milk2Sugars got their game face on when they partnered up with Bacardi to promote their partnership with world renowned Social responsibility ambassador George St-Pierre. Media and consumers alike had the chance of a lifetime to get in the ring and spar with GSP. A media scrum was organized thereafter, and over 50 media had time slots booked back to back with the fighter, managed by our team. Our agency was commissioned to promote Bacardi as well as their key messaging and reason for partnering with GSP, ensuring that the Bacardi brand remained up front and center. The event prompted 27 articles in 1 week with a reach of over 20 million.