Sometimes innovation is iterative, other times you end up with things that defy easy aisle-categorization. And that’s where the path to purchase strategy gets interesting.
That’s the case for Drinkworks, a joint venture of Keurig and ABI, which lets you make cocktails with the push of a button in the comfort of your own home. Drinkworks and Mosaic will share how they brought the brand to life and successfully created demand for this new product.
