When Curtis "50" Cent Jackson began marketing efforts to promote his new luxury liquor line Effen Vodka, he reached out to an old friend who was also instrumental in creating graphic design work for many G-Unit members over the years. The idea was simple, 50 Cent was in a public rivalry with long time music industry antagonist Sean Combs and his wildly successful Ciroc brand. Curtis needed outside the box thinking and artistic ingenuity to reflect his dominance in this new market space. As a result, Jermaine started the #NoPuffyJuice hashtag in addition to an illustration of a Effen Vodka bottle crushing a bottle of Ciroc. The visual was a hit and so impactful that 50 posted it on his verified Instagram account.