Let’s say you make a State Farm commercial and one of the jokes talks about Patrick Mahomes enjoying a nice “jazz bath.” Then the first day the ad airs, you see the phrase “jazz bath” taking off on Twitter. What do you do? You give the people what they want: a soothing jazz bath. And that’s exactly what we did. With the help of some amazing musicians, we created a CD entitled “Jazz Bath: The Bath Bomb Session” (naturally). Then we made a website to get the CDs to those weary, jazz bath-craving fans. We ran an old-fashioned direct response ad to get people fired up about the CD. We even recorded a “Jazz Bath” hotline for folks to sample the songs. And we did it all in a few weeks—making the world a smoother, soapier place.