TL;DR: To launch NESCAFÉ’s first ambient multiserve iced latte, Backup moved discovery beyond the aisle and into real life. Through a strategically placed, creatively led national roadshow, we transformed traditional sampling into a high-impact driver of belief and in-store intent — delivering 22,000 trials across 17 locations and helping the range capture 33% of the iced coffee multiserve market within 7 weeks.