• Seattle Times, Friday, August 13, 2010 8:34 AM

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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