Interesting marketing lesson from Silk

Seth Godin at Ted on some lessons on marketing. Was listening to it in the background, but perked my ears up when he mentioned that Silk (soy-milk) tripled their sales by putting a product like soy-milk in the refrigerated section at the grocery store when in fact, their soy-milk doesn't have to be refrigerated at all before it's opened. Seems obvious why, but it sounds like this was not obvious at the time.  The silk story is 15 minutes in.