The task for Rico was to reintroduce a completely re-engineered student woodwinds reed to a market where very little thought was ever put into the purchasing of beginner level sax and clarinet accessories. With this in mind, the decision was made to instead target the influencer of the students rather than the students themselves. Thus, a limited release care package was created for teachers. It was a simple way to say thanks and give recognition to the thousands of musical educators that devote themselves to helping children learn. An important ancillary benefit of this focus was relationship building and the creation of brand awareness for Rico's new look. The care kit included Rico brand products, a USB drive complete with dozens of fun musical lesson plans, and a promotional opportunity to win a $4000 grant for their school.