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“Fear creates danger. Courage dispels it.” It only takes one look under the pop cap and a saying like this to realize that there’s more to Jones Soda than meets the eye. Though flavor names such as Fufu Berry and Blue Bubblegum might imply otherwise, Peter Van Stolk, President and CEO, has created a serious carbonated empire that is not only quenching the thirst of, but giving a platform to the voice of the alternative community.
The birth of Jones Soda began in 1987 with its re-naming from the Urban Juice and Soda Company. After several years as a distributor of other beverages in western Canada, they decided to take what they learned and create a soda brand that would “pop” out at the consumer. It was in January 1996 that the first six Jones Soda flavors were introduced, soon to be followed by 21 new flavors, the addition of Whoopass Energy Drinks in 1999 and Jones Naturals Juices in 2001.
Shaking things up even more, last November Jones came out with the coveted Holiday Pack with flavors that may make some cringe, but at least guarantee a balanced holiday meal. In a press release Van Stolk proclaimed, “Our holiday pack takes the work, worries and cost out of preparing a turkey dinner, so our consumers can spend more time with their loved ones. We even included utensils.” Whether the consumer took this literally or not, Green Bean Casserole, Mashed Potato and Fruitcake flavored sodas flew off the shelves.
With a rapidly growing cult following, Jones dominates as the leader of a beverage company by and for the people. Aside from the unique flavors, the most defining characteristic that sets Jones apart from the rest is the ever-changing labels. The photos, which are solely submitted by the public, give the impression of a community photo album in the form of bottles. Unexpected images, ranging from toddlers in Superman costumes to light sockets, peer out impishly from grocery store shelves. Pearls of wisdom, advice and fortunes are also submitted by Jones lovers to be printed on the bottle caps. The website is customer friendly and individual batches of soda can be ordered with personalized labels for special occasions. Votes and suggestions for new flavors are also welcome. All of these display the Jones welcoming, say-what-you-will attitude.
Not only is Jones listening to the public, but Stolk and his force actually take action to give back to the customer and the community. As a part of the Jones “alternative marketing strategy,” extreme sports athletes are continually promoted and supported while local, small-town heroes are given a chance for sponsorship based on their contributions. Even further, this is Jones’ second year in partnership with Toys for Tots to donate a portion of all sales. Significant contributions are also made to aid Change for Children in Guatemala, which is an organization dedicated to building schools.
With creative marketing, community awareness, funky flavors, and free bottle cap advice, it may be near impossible to keep up with the Joneses. Out of Van Stolk’s vision, a soda democracy has risen from the dust with the creation of quality products that speak to consumers on a personal level. If not soothing parched throats, this innovative company’s example will at least inspire soda lovers to follow the Tao of Jones—“Run with the little guy…create some change.”
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