Solution: Thank and educate retailers with promotional products
The company decided to go on the offensive, and educate retailers about taking proper care of their products. They sent memos to 1,800 supermarket retailers thanking them for their business and reminding them of the importance of storing food according to direction. The memo was accompanied by a special promotional mug with an embedded refrigerant that helped keep beverages cold. The message printed on the mug was “cold, crisp & delicious.” It alluded to how the retailers were expected to store the company's products.

Result: Lesson learned and a drop in complaints
There was an extremely positive response from recipients, and complaints to the company dropped by a substantially. The company plans to institute an annual education campaign that uses promotional products.