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Initially by giving a bunch away free to known Hollywood clubbers and expanding out from there, word of mouth started a demand before it even had a chance to be properly advertised.

Next by cultivating a certain aesthetic that is preferable to the wealthy: Clean simplistic unadorned and different from all the plebes.

Third extend that same aesthetic to the commercials, unfavorably compare the frumpy no-fun businessman with the young hip creative trust fund kiddy.