One last item, while we're on the subject of le derrière. Melissa Allison reports that Jones Soda is pinning its perennial turnaround hopes on a relaunch of its WhoopAss energy drink, with a
fresh look and marketing campaign this fall.
"The energy-drink persona is aggressive young males who play hard and party hard," says new CEO William Meissner. But, writes Allison,
WhoopAss' vintage-looking can with a cartoon character called "the little guy" hardly fits that image.
Employees are devising a new look that involves the color black and the Iron
Cross, a centuries-old symbol now part of the skate, surf and mixed-martial-arts cultures. They are also considering switching its color and flavor, from a bright-yellow lemon-lime to a dark-purple
berry flavor.
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