Remember that Friends episode when Phoebe finds a thumb in her can of soda? That, plus instances where this has actually happened and caused a lot of chatter, got ColensoBBDO thinking about how they could this for their client, Monteith's which makes apple cider made from fruits, not concentrate.
They stuck a few twigs inside the boxes of cider, and when the customer complaints started pouring in, sat back and waited. A little while later, the company issued an apology: Sorry about the twigs, folks. But that's what happens when the fruit in Monteiths cider comes from a tree, not a can.