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."
Comments (1)
Seemed like a great new concept at the meeting. Too many sports drinks are high calorie or no-calorie and loaded with artificial sweetener. This may be something different, something I'd actually want to reach for after working out and not feel guilty (high cal sports drinks) or want to vomit (0 cal, artificially sweetened). We'll see. Looking forward to trying it though.
by Matt - 06/29/2010 @ 09:45pm