You know when you’ve been… Kwenched?

As a publicity stunt for Soft, a new thriller novel by Rupert Thomson set in the world of soft drink advertising, cans of Kwench!, the brand featured in the book, have been distributed about London.

The budget didn’t extend to a full production run, however. Instead, a wraparound paper label of the Kwench!’s can design has been put around a can of Tango.