Ogilvy, the advertising agency that created the Hug Me vending machine for Coca-Cola, is stepping up their game with a tackle version that dispenses beer. The “Rugbeer” vending machine is marketed specifically to rugby fans in Salta province, the New Zealand of Argentina.

Necessary Roughness

Rugbeer has a “pussy meter” that lights up like a carnival strongman game. It only dispenses beer if you’re strong enough to tip the machine but some clever women have found a workaround: teamwork. In the end, it was the customers who were knocked over. According to the video promo, “bars sold 25% more beer.”