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Make A Disgusting Product. Get Publicity, Revel in Revenue

jones_soda.jpg

If you can't get publicity with a great product, create a crappy one and get lots of publicity. This has been Jones Soda's tactic for quite some time. Bt creating flavors such as Brussel Sprout, Broccoli Casserole and Turkey soda, Jones Soda found itself featured on Good Morning America and Jay Leno. Jones Soda Founder Peter Van Stolk thinks he has the key to publicity saying, "I've been in business 10 years and launched 80 flavors, and none of the great-tasting ones ever got on Jay Leno." While it may be stunt marketing, it's paid off handsomely with revenue jumping 18 percent to $24.7 million in the first nine months of 2005. Perhaps Hanes should sell underwear with celebrity skid marks. That's get them on Stern and the likes of Fark in no time.

Written by Steve Hall    Comments (1)     File: Brands, Good, Guerilla, Strange     Feb-27-06  

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Comments

Some of the flavors are nasty. But it's also the fact people can get their picture on a bottle that makes it appealing. In a way itís like the Beastie Boys passing out video cameras at their concert to have the audience shape what the final product looks like.

Posted by: makethelogobigger on February 28, 2006 04:38 PM

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