Touch was a new player in the single serve beverage category with a significant advantage. Their patented and proprietary brewing system and single serve cups allowed their coffee to brew hotter, faster and bolder and deliver the best taste among the competition. We took advantage of this benefit to develop a launch campaign built around taste, connecting emotionally with the consumer to deliver the perfect cup of coffee. Introduced at the International Home and Housewares show, the campaign and brand positioning helped Touch get immediate placement in big box electronic and houseware retailers.