CALM

For World Mental Health Day, we pulled a prank on the British public with our partners in crime Topman, photographer Rankin and heart-throb star of Love Island (and new CALM ambassador), Chris Hughes.

Chris sent the internet into commotion when we launched ‘L’Eau De Chris’ – bottled water infused with his own tears. Of course, as you know by now, this was a bit of fun to raise awareness of the ludicrous fact that 84% of the men bottle up their emotions, and to send the message: open up, #DontBottleItUp.

Here are some choice reactions from the last couple of days…

? Laughter

Oh my word is this for real ??? Mineral water infused with Chris Hughes #loveisland tears ??? pic.twitter.com/NqmOAJG64V

— Jules (@JuJulesberry) October 9, 2017

Can you imagine Chris Hughes just sitting there crying for hours to make this water ? what has the world come to

— ALICE (@alicesmoothey) October 9, 2017

Why has chris Hughes launched his own water with topman ‘infused with his tears’ this stuff can’t get any weirder ?

— ✨ aps ✨ (@AmberKeelyPolla) October 9, 2017

? Confusion

Who the fuck in the right mind would buy a bottle of tap water infused with Chris Hughes ‘tears’? Wtf has happened ??‍♂️

— Ashley Shannon (@ashjoe98) October 10, 2017

Chris Hughes Launches L’Eau De Chris and We’re Confused https://t.co/qskx6rlwCk https://t.co/IXN1xpc7XD

— Celebrity News ✨ (@UpdatedCeleb) October 9, 2017

I’m confused why would people wanna drink Chris Hughes’ tears?

— Matt (@MattHerbert10) October 9, 2017

? Disapproval

Water ‘Infused’ with a Chris Hughes tear ?? biggest load a shite I’ve ever seen ?

— Stephen Cairney (@Stephencairney1) October 9, 2017

 ? Anger

Right. That’s it. I’ve seen some fucking shite on social media in 2017 but this Chris Hughes thing has tipped me over the edge…

— Dan Austin (@_DanAustin) October 9, 2017

 ? Delight

 

Chris Hughes is seriously releasing water that’s infused with one of his tears…?

I’ll take 50.#LEauDeChris

— Dressing Perfect (@dressingperfect) October 9, 2017

? Suspicion 

Why is everyone too dumb to realise it’s a marketing stunt for Topman boxers ?‍♀️ fml

— Libby_Δ_Gillard (@Libby_Gillard) October 9, 2017

Eh are people for real? How don’t people get that chris Hughes is advertising the topman boxers n not actually the water n it’s a joke?

— Jayne Emmett (@Jayneemmett) October 9, 2017

 ? Embarrassment

Literally died from cringing watching Chris Hughes new advert but now I understand what it’s about it, good on him! Someone needs to do it!

— Stephanie (@baby_unicorn_) October 10, 2017

 

Of course, after the reveal there was plenty of ?  and praise…

I take back my earlier ‘cringe’ comment. This is actually very powerful

— Reacts (@Reacts12) October 11, 2017

Originally thought wtf at this, but very clever ? fair play @chrishughes_22 .. https://t.co/TsbW1cwB5E

— Ben Anthony (@BAnthony_VGS) October 10, 2017

Think @chrishughes_22 #DontBottleItUp campaign has been so cleverly done! Was so confused by it yesterday. So impressed today ??

— Kirsty Gray (@Kirstyg89) October 10, 2017

I was so confused by Chris Hughes tear infused water?? but actually is such a clever way to raise awareness of mental health in men ??❤️

— Jam (@jameirex) October 10, 2017

Probably the best marketing campaign I’ve ever seen this.

— Cam (@CamHefter) October 10, 2017

Hats off.
This is a great idea.
Perfectly executed.
For a brilliant cause.
Well done @theCALMzone.https://t.co/XORatbnUNU#dontbottleitup

— Andy Garner (@AndyGarner09) October 10, 2017

This is the best advert for mental health I’ve ever seen! ?? So speak up!! #DontBottleItUp #MentalHealthDay https://t.co/H8i9VoAf1n

— Petrus du Plessis (@PetrusduPlessis) October 10, 2017

Hats off to @Topman & @chrishughes_22 for the best PR stunt for such a good cause. That’s how you use your platform #WorldMentalHealthDay

— Linzi Robertson (@Linzi_Robertson) October 10, 2017

So you won’t be seeing L’Eau De Chris in your local shop any time soon, but you can grab a bottle, alongside some other L’Eeau De Chris merch in our #DontBottleItUp exclusive auction.

The full story      |     Four ways to support #DontBottleItUp