PURA
The PURA Roadblock

In South Africa, the word ‘cooldrink’ usually means a soft drink. But at a roadblock, it can mean something else entirely. For many drivers, it signals a bribe. Because this moment is so familiar, drivers react instantly. As soon as they hear ‘cooldrink’, they assume they’re being asked for a bribe, and the situation becomes tense.

That gave us a clear opening. If we could take that exact interaction, where a driver expects to be asked for a bribe, and change what happens next, we could change how that moment feels.

We partnered with SAPS Ekurhuleni District leadership and used a real, high-traffic roadblock during the December holiday period. Cars were stopped and checked as normal, with officers following standard procedures so everything felt as it usually does. Then, at the point where the interaction typically becomes uncomfortable, the officer would walk up, lean in and say, ‘Cooldrink’. Drivers would pause, expecting a request for a bribe. Instead, the officer would smile and hand over an ice-cold PURA.

In that moment, ‘cooldrink’ meant what it should. A drink. The usual tension gave way to surprise and relief.

ACTIVATION HIGHLIGHTS

The idea worked because it used a moment people already know. Being stopped at a roadblock and hearing ‘cooldrink’ is something many South Africans recognise, so there was no need to explain the setup.

Saying the word at that exact point created a clear expectation. What followed is what made it land. Instead of asking for money, officers handed over a drink.

Every interaction was real. The roadblock was not staged, officers followed normal procedures, and drivers were not briefed beforehand. That’s what made the response genuine and the experience believable.

The timing added to the impact. The activation took place in mid-December, when roads are busy, trips are long and the weather is hot, so receiving a cold drink in that moment felt unexpected and genuinely welcome.