To help convince college students to give up their sugary sodas for something healthier, we set up the POM Tea Trade-In on various campuses across the country. Students could trade whatever beverage they happened to be drinking (as long as it was non-alcoholic) for a free POM Tea. The traded-in cans and bottles were placed inside of giant a receptacle that resembled a POM Tea glass.
At the end of every POM Tea Trade-In event, the receptacle was filled to the rim with empties, providing visual proof of its success.