Burnin’ – A Legend Fires up the Relaxation Business
He’s the perfect icon for a category whose growth story has always seemed more smoke than fire: Bob Marley, whose dreadlocked likeness is now emblazoned on a leading line of relaxation drinks. For just as Marley legitimized the languorous reggae beat in the American heartland, so too is the company, behind namesake tea Marley’s Mellow Mood, creating a legitimate brand in the midst of what had been a mad scramble by nascent relaxation brands to sign up regional distributors.
