Did you know that Coffee-mate made an all-natural coffee creamer? Neither did we. Nor did anyone else. Literally, zero percent awareness. 

 

So we set out to change that starting with an early morning experience as surprising as the creamer in their coffee. The response was, well, revealing.

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Immediately after this effort, awareness rose to 17%. That's like a 40 billion percent increase. Not really, but it was a lot for a project with an all-in budget of under $275K (including media!).

 

Fun note: throughout the day, we found that more people were surprised that the coffee was free and not that naked people were serving it to them. I love New York.