We named the juice Pomegranate Tangerine Tangent and blanketed cities with visual and verbal tangents. We made lenticular mall posters, outdoor, and subway station and car domination. Street teams invited participation with the idea off-line and the website invited participation online.

With $700,000 less media than the previous year, favourite brand scores increased 4%, trial went up 5% and consumption intent went up 7%. Plus awareness spiked to 24%.