We knew that 71% of coffee consumption occurs in the morning; we also know that our top three markets are heavy commuter markets. The media team identified the metro rail stations that most efficiently reach our target and worked with the creative group to communicate the Advantage You message in the best way possible. We were also able to negotiate 15 days of sampling in San Francisco to bring the product to life. Street teams in Taster's Choice branded clothing gave away hot cups of Taster's Choice when consumers stepped out of the metro rail stations.