To gather proof of taste superiority, we conducted taste tests, designed to ensure impressive statistical results. The aggregate experience of a few made our study seem much larger and more statistical than it actually was. These quirky taste test videos were 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 1000’s more stats.

Consumer participation 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.