Together with the Swedish expert angler, Claes Claesso, the team developed a unique fishing lure shaped like a drunk fisherman with a realistic staggering motion in the water, named “DrunkenBait”. It was created in collaboration with Sportfiskarna, Sveriges Sportfiske- och Fiskevårdsförbund (Sweden’s Sport Fishing and Fisheries Conservation Association), a non-profit organization that organises more than 73,000 sport fishers.

Fishing is the most popular leisure activity in Sweden, and it is important that people do not fish under influence as it leads to fatal accidents. This initiative is designed to target the fishing audience and highlight the dangers of irresponsible drinking.