View Full Version : Is it the label that we drink?

01-07-2003, 02:10 PM
Jones has talked long and hard about there creativeness on the changing labels and the idea that the consumer will buy into the idea that it's the label people drink? if I have one with my picture on it do I really need another?

Let's be real people the truth of the matter is it's what's in the bottle that brings us back and gets us excited about a brand and creates an emotional connection. If we skip on quality and continue to dupe the public it will come out in the wash sooner than later.

I agree with Danny. My New Years resolution is that I will speak with my wallet and those brands that continue to dupe us and KO included will no longer get my hard earned cash.

The bevboard declaration of Independence!

Ron Swedelson
01-07-2003, 03:30 PM
Obviously the logo will have a big influence on what we buy. The only jeans I still buy are Levis Silver Tabs. The only drink I order in a resturant is Diet Coke. When looking on a stores shelf, if something new has cought my eye, and it does not look cheap or to much of a rip off me too drink, Ill give it a try. Yeah, that is what got Jones Soda off the shelf, that is what made Whoop Ass sell for the first year. But if you don't have anything inside your drink worth comming back for, your novelty package will get you a few buys from a customer, and then they will move on.

01-07-2003, 03:38 PM
Silver tabs may be the only brand that you buy not because they are silver tabs in the end it's because they fit your ass the best and diet coke is the only drink you'll have because it's the one your pallet enjoys best.

01-07-2003, 04:13 PM
One more point to note specifically to you Ron. I have heard you speak of Jones (colors, flavors and glass bottle) image like they created the category and everyone to follow or that has something similar as a rip off (colors, flavors and glass bottle). These flavored sodas have been around for a bizillion years. Jones merely put a new dress on an old classic and called it new and innovative. It's not how we dress our kids but how they behave in which we are judged as guardians of there character.

01-07-2003, 10:06 PM
To an extent people do buy things because of brand recognition and not because the product is better than the rest in some way. Take Coke for example. The impression I have always had is that people drink Coke because it is Coke. The Cola Wars show that was on the History Channel this morning kind of reinforced that. Coke looses out in blind taste tests (according to the show), but most people still choose to buy Coke. Stupid. There are much better colas. Red Rock for one. A lot of this has to do with advertising of course. Look at all these small Soda companies: Cool Mountain, Stewarts, Boylans, IBC, Sprecher, etc... etc.... Their products kick ass all over Coke and Pepsi, but what do most people go after? Coke and Pepsi. People do drink the lable in a lot of cases.

Ron Swedelson
01-08-2003, 12:34 AM
So then yeah, we buy for the package. Jones, as I stated, and it was restated, yeah its soda flavors with a new look to them. So people bought it for the package. But you still need something inside of it all. My levis Silver Tabs I bought because they were levis and I liked the style, and they hold up and last, so thats all I buy. I will always choose a Coke product over Pepsi cause that is the brand that I like and relate with. The smaller sodas that were listed before my post, yeah some (definatly not all) taste better than Coke, but that package sets things apart. Look at beers, Bud may not taste all that great, but they are with out a doubt "The King of Beers". We buy what our eyes are trained to do, and if the product satisfys us, no reason to change.

01-08-2003, 02:57 AM
I think alot of the smaller, older brands taste a whole lot better than the commonplace plastic and can stuff. I think that the packaging can add alot to make consuming the product a more pleasurable experience; I think drinking a soda from a longneck glass bottle is the way to go and if it's a great-tasting beverage especially with cane sugar then that is a plus. We can take that Diet Coke for example. Sure a restaurant with a 'fountain' has their Diet Coke concentrate mixed with carbonated tap water in a glass with a bunch of ice which waters it down. Out of principle I never order fountain drinks. In a restaurant I will either have bottled or draught microbrew or import beer or I will have a glass of milk (the best milk is the one in the restaurants for some reason). I distribute beverages in glass bottles so I admit that I am spoiled and thus perhaps too snobbish to drink stuff that is beneath me. Now back to Diet Coke... a glass returnable/refillable bottle of Diet Coke, ice cold, is a true pleasure. Whenever I'm in a foreign country I'll drink that or Coca-Cola Light which is basically the same thing with a different name. Also the Mexican version is pretty good. It's got a familiar flavor and I like it from time to time. But then I'd drink a Boylans Black Cherry in glass before a canned anything; I'd drink a Cool Mountain Lime or a Bubble Up or a Leninade or whatever in glass before a can or plastic drink. To me, the first thing is that it must be in glass. Then I choose from what's available in glass whatever I think is best. As for the fountain and plastic and cans, I don't like how they look or feel and I don't like how they have encroached on the good stuff and often caused its demise so I consider those drinks to be detrimental to the future of quality beverages and refuse to spend my money on them. As for Jones,... don't even get me started but at least they didn't have it in plastic to worsen an already bad thing!!

01-08-2003, 05:46 AM
I think image definitely sells a product. Most people just pick up Coke, Dr Pepper, or Pepsi, because that's what they've always drank. I doubt they even really bother to taste the stuff anymore, kind of like drinking so much bad tap water that you can't taste the bad flavor anymore. The image of quality and nostalgia makes Coke sell, even though those qualities were abandoned years ago. And SS, not everything in glass is great. For example, Orbitz! That was a product that sold purely on it's image alone. There's no way it could have sold on it's flavor, considering that it didn't have any. But people keep bringing it up on this board. It's image stuck in people's minds and made them keep trying it out, even though it was nasty undrinkable sewage water.

Ron Swedelson
01-08-2003, 03:33 PM
Danny, not to add fule to the inferno, but Jones was in plastics before. 20 oz. plastic bottles, and man did they taste like crap.

01-08-2003, 05:41 PM
Jones was in plastic?!? weird! Anyways I agree with everybody on here. One thing that i do liek about Jones was its *fake* interest in the consumer. I liked the send in your own pictures for the label. However I just wish was a company full of corrupt money grubbers and I wis hthat they had more than 2 good flavors. As for fountain I never ask for ice. I pay for the soda not the ice!

01-09-2003, 05:08 AM
Hey in fact I saw a bottle of Jones 20oz plastic; Peter Van Smoke himself brought it to me when he visited that time. He said that down the road this was what was going to sell. I had told him at the time that I thought it was a big mistake and that the 20oz market was for people without any vision or taste. Anyway, I don't know if it was just a prototype but according to Ron apparently they made a run of it.

Oh yes, Shatter... actually when I say "glass" I usually mean glass with a crown cap on top. Orbitz was like a widemouth Clearly Canadian bottle. By the way, they still sell it in Brazil and you can buy a 12pack of beer for the price of a bottle of Orbitz there. I think it's a slotting issue; I've never heard of anyone there who actually bought a bottle of it. And I suspect it's old product as well.

By the way, back to the subject about the packaging I can say just for fun that I know of some products which are exactly the same thing with a different label and one label outsells the other one like 10 to 1 and the pricing is very similar. Go figure.

And Ron, just mentioning the name "Jones" adds fuel to any fire smile.gif But the good thing is that people like that always get theirs in the end. By the way, I can honestly say that I do not currently know of a single place that sells Jones here in LA at present. I haven't seen a bottle on a shelf for a few months at least.

01-09-2003, 05:29 AM
Just to drag this thread back a few messages, I'd have to agree with Shatter. People buy/drink what they've always bought/drank. I try everything new I see, even if it doesn't look great or whatnot. I even made the mistake of buying a Dole Smoothie the other week.

I know that Coke/CCE aren't the purveyors of the finest soft drinks to the masses, but it is what it is. And what it is, is what they want. Relatively cheap, always on sale, mass produced and readily available.

That being said, Coke still makes most of their profits from the Classic brand. In the Mid-Atlantic Division alone, we sell 26 different flavors of 12 packs. Yet a display will run out of Classic and there will be a full stack of Mello Yello or Pibb Xtra still there. Those are both pretty good flavors, but, anyway...who knows.

01-09-2003, 04:43 PM
Look at all the money the big boys continue to throw at brands like Pepsi Blue. Here is a cool label ultimately the buying public has spoken loud and clear it taste terrible and will not buy it again. How about new Coke taste not what we expect and no matter the label, distribution and marketing muscle still dead. The fact is we rely on the label only after we have approved the taste for repeat retention for our next purchase. So yes a nice package will bring us to the troff to drink the first time but feed us sour milk and you better keep changing the labels. And some companies build a brand on this?

01-09-2003, 05:10 PM
Any bets on Pepsi Blue's lifespan? Im guessing a year or so at most.

01-10-2003, 10:11 PM
This thread reminds me of Cherry Coke. All Coke did was change the label, and position Cherry along with all the other colas. And the sales have jumped significantly. The brand looks more "legit" now, instead of a grafitti covered kid's drink.

01-10-2003, 10:20 PM
I think I have said this 3 times now but, Like we say here in the Automotive Industry: "Paint it blue and call it new." This refers to dishonest auto shops and parts rebuilders who take your old part, paint it to make it look new, and stick it back on your car! But hey, presentation with soda is half the game. If the label looks good, and the packaging is right it just adds to the appeal of the drink. It has to at least taste half decent as well.

01-11-2003, 01:50 PM
The way I see is that the label will get you to try the drink, the taste will determine whether or not you drink it again. That's why I don't think Pepsi Blue will make it past 2003. I don't imagine they will have too many repeat customers.

the saint
01-11-2003, 05:15 PM
When we had our rally for Blue the bosses gave all of us a 20 oz that had been on ice all day so it would be good and cold. the honco says " drink up everyone and taste what is going to change the future of the csd business" well everyone grudgingly opened their bottle after looking at it a few minutes and to be honest with you all I do not think anyone took a second sip of it. the honcho then looks around the room and says " well it is kind of like dr pepper or mt dew you either love it and will drink it all the time or you f **** ing hate the stuff and will Never buy it again. by the looks on everyones face I dont think any of you will buy it." then he goes on about this and that a while and says" the demographic for blue is the 11-19 year old with disposable income" blah blah blah " none of you guys fit into that catagory".
. I hadnt thought much about it at the time but then he said something that had a lot of truth in it. he said well I remember when I was a kid, I used to love when my parents would take me to mcdonalds to eat, I would eat and eat and mom and dad would just kinda pick over their food.. as i grew up I would go there on lunch in high school and eat and eat..after i became old enough to go out and drink at clubs i would go there and eat either before or after. then one day i went there after i turned 23 years old and for some reason i didnt eat as much. over the next few months i went less and less there was something about the place that just tore my stomach up every time i would go there. he goes on about this for a while then says then one day i just thought to myself "mcdonalds sounds kinda good" i went there and it just made me sick to eat it and i vowed to never go back..then he went on about getting married and having kids and such 0and then said now when i take my kids to mcdonalds i just kinda pick at the french fries while my kids eat then play.then he says "the demographics for mcdonalds are between the ages of 4 and 25, some are 4-13 some are 6-15 some are 4-19 some are 6-25" blah blah then he says Blues dem is between 11-19.
anyway enogh rambling on but I got to thinking myself about his mcdonalds story and you know I did pretty much the same thing growing up and now when my daughter wants to go to mcdonalds i just cringe about it but the things you do for your kids are overwhelming..

01-11-2003, 09:46 PM
Blue was an interesting attempt but I think it was poorly aimed. Justl iek PepsiOne. One was a diet for men. But it couldnt create a market that didnt exist. Also the whole 1 calorie concept was stupid. I remeber asking myself "Why drink a crummy soda with 1 calorie when a could drink a better one with zero calories" Pepsi Blue just like alot of new roll outs was created not due to consumer demand. I like Red Fusion but to be honost, nobody asked for it and from what I can tell its not exactly flying off the shelves. Vanilla Coke on the other hand is something people have asked for for years. Coke was stupid not to launch it years ago. Some drinks can create a market like Bull and Dew but others fail.