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Two/Ten is named after every shopper’s two eyes and 10 fingers to engage them wherever they are. It put in place a deeper focus on its consumer-first philosophy, added more consumer research tools to integrate consumers in the process—online surveys and one-to-one interviews—and increased media buying capabilities. A sweeps to introduce ICEE Zero water enhancer over the summer included digital and a social referral coupon that generated 80K referrals. The promo wrapped with more than 165,000 entries. Now THAT’S cool.