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

Filed in: Clients