To gather proof of taste superiority, we conducted controlled taste tests designed to ensure impressive statistical results. The numbers made our study seem much larger and more mathematical than it actually was. We filmed taste test videos which we showcased on TV and online media, including a 24hr YouTube takeover. All elements drove to our website for a free sample. To obtain the sample, the consumer took a quiz, which in turn generated thousands more stats.

Consumer participation through redemption, has generated over 1,000,000 statistics and counting.Within 24 hrs, 15,000 samples are ordered.People spend on average 4 minutes on website.Within 4 weeks of launch, this new product claimed 1.3% share of market.