The pre-birthday blues is a real thing—it’s those days right before your birthday when everything seems to go wrong. To turn things around for people going through this, we decided to offer them a simple trade: their tears for beers.

We found them complaining on Twitter, responded to their tweets with a small gift, and the rest is history.

The results? 100% of the recipients used our gift, shaking off their pre-birthday blues. And most impressively, for the first time ever, a brand defied the universal law of bad pre-birthday vibes. (True story).