Solution
Seeing opportunity in single-serve coffee technology, Noun team members helped Keurig grow their innovative technology in grocery. The first challenge to overcome was convincing retailers to place Keurig machines on shelf, creating demand for K-cups. Once household penetration reached critical mass, the tea aisle was attacked by proving to grocers that K-cups sold better than tea. Chipping away at tea, Keurig began to change consumer behavior and quickly become dominant in the category.
