Browsing category: Ideas
Wow. That tastes great!
These guys are fucking dope.
"Greater Than: Coconut Water with Added Boost of Electrolytes Pair of post-college Chicago bros Jon and Mark Sider are looking to riff off vogue for coconut water as natural sports drink with brand dubbed Greater Than that employs mathematical greater-than symbol as logo. It's formulated from coconut water (how much they wouldn't say) plus electrolytes plus water and comes in at 70 calories per 20-oz bottle. "Coconut water that tastes great" is proposition for brand initially available just in Chicago. "Nice taste," offered Mary-Ann Somers, marketing vp at Coke's VEB brand incubation unit, but wondered whether it's defensible proposition should others try same strategy. Former Pepsi exec Michael Hartman: "Interesting way to mainstream coconut water," but is it meaningful-enough point of difference should larger cos respond? Designer Ian McLean applauded iconic pack that "falls somewhere between Nike and Speed-O." Why launch in backyard of Gatorade brand? "Have to blame our parents," responded one of bros, "that's where we were born." Info at DrinkGT.com."
Greater > Than at BevNET
Disclaimer: We love these guys. Two brothers from Chicago creating a coconut water infused sports drink called Greater > Than.
Ok, so Mark and Jon flew out to BevNet to present their product, just shy of a production run completing in late June. Take a look at the video below, jump to around 34:00 in to make it in time for their introduction. Together, these guys have what so many other companies are lacking: Personality. They are the face of the brand, they are so amped about their product, sometimes a bit cheesy, but they own it--and I LOVE how authentic they are. Shoestring and from scratch, they are putting themselves out there. They got what plants crave.
Still waiting for their Hans and Frans sketch.
 |
Darren Marshall Creative Director |
You have superhuman powers
June 11th, 2010 in Doejo Stuff, Ideas
For the past few months, I've spent a lot of time thinking about ways to systematically predict the future. Ok, maybe not so much predict the future so much as predicting the outcome to particular events, but in this life, in business, in the markets, in gambling, your-bet-is-your-bond... but it ain't no good to just bet on something, you gotta believe it too homie, and if you believe it like you believe fire is hot, then by golly you're on to something.
So predicting the future, as silly as it sounds, is real. So real, it's the kind of thing you can almost practice--so long as you don't get all syfy on us and get into other universe-boggling ideas. Anyhow.. if you're really aiming for a certain thing to happen--and really want it badly (for any number of reasons), my bet is that you'll get it. Sounds simple, sure.. but the counter is also similar, and also just as real, and both are equally volatile.
We've all heard of the law of attraction, this mumbo-jumbo idea that this wacky dude named Einstein put together like a hundred years ago. The jist is that like-attracts-like. Ergo, postitive-attracts-positive, and negative-attracts-negative. But it ain't that simple. I think you need to couple that with something I heard recently from one of our clients, Matthew Linklater--who's consequently publishing a book and offers training for these kinds of things--has explained it me as a value/belief system. In a nutshell, if you have a goal, and truly believe you're capable of reaching it you will--keep it positive, cast away doubt, and you'll get it.
|
Darren Marshall Creative Director |
The Doejoers
