Though coffee shops didn’t explicitly market Torani, the distinctive bottles were always visible as baristas worked with them. Happily we learned that consumers already knew and trusted the brand from this. We capitalized on this credibility by putting the bottle front and center in our work to capture the audience’s attention. We then encouraged people to use Torani at home to make their mornings more special. After our first wave of work, retail sales went up 28%; we’re hoping for even better results from Wave Two!