BY THE DRUM, ADAGE, ADWEEK, CAMPAIGN

On the spectrum of no-nos in sports, and especially cycling, doping shoots off the chart, as evidenced by the sheer number of asterisks next to disgraced Tour de France champions. As the venerable cycling race meanders through the country, 37.5 launched “Dope With This,” a kit that references the phenomenon of illegal doping—but won’t break any laws or race rules.

“Given that doping has played a key role in sports over the last 50 years, particularly cycling, we figured the best way to get cyclists’ attention was to give them what they want: a legal way to dope,” said Andrew Lincoln, a creative leader and co-founder at Work In Progress. “We’re using the tried and true ‘first taste is free’ approach.”