As much as I adore the Crush beverage, I feel they have one foot in the grave and the other is maneuvering into place.
With that said, I offer the following suggestions to uptick Crush's cool quotient a few million notches.
1. Equate "Crush" with aggression. Crush is a violent word and if played right, a Crush rebrand that embraced a harder edged vibe would score well with the mook and midriff demos.
2. Embrace "now" flavors.
Orange, grape, pineapple, and et al are so old school. Additionally, Asians are the fastest growing demographic in this country. Put these two together, and I say it's time to eyeball some new flaves-- such as;
dragonfruit, starfruit, asian pear, mangosteen, durian, rambutan. . .
I know Zotics has a lot of these flavors, but their products are bland, corn syrup addled crap. If you want to try new school flavors, don't flirt-- COMMIT!!!!!
3. Fork over some ducats to a high end design firm like frog or Landor and come up with some packaging that will be more tempting to teens than crack to your average LA prostitute. Think AMP that tastes good without the dodgy liquid speed angle.
4. Get New Hollywood on board. Bribe some of today's hottest young stars to order it at their favorite hot spots-- maybe with some alcoholic bev mixed in. Next thing you know, kids from Keokuk to Aames will be swilling this to be "kewl."
\"Pepsi? I wouldn\'t even put that %&$* up my #%$\"<p>Robert Woodruff<br />to an anonymous party guest<br />1977