In a recent banter of email correspondence, some friends and colleages of mine began discussing the mystery of what makes Jones Soda so cool.
It was all started by a selfish attempt to get people that I knew to vote on a photo I submitted to Jones via their web site gallery. The general public can vote on photos on a 1 to 10 scale and the photo (based on staff picks and votes) can end up on the front of a Jones Soda bottle.
Here is a selection of the discussion that arose from my mass-email attempt:
What I sent:
Sorry for the mass email...
I decided to submit a photo to Jones Soda to get it on their drinkies.
If you don't know about Jones, they're a really cool company up here in Seattle. You can submit photos that other people can vote on to have on a shipment of soda or not... or you can just order a 12-pack of a custom label for like $35.
I wanted to see if I could get one voted on to a label though, so I chose a picture of my dog, Boaz. So, get out and vote for Boaz!! Just go to www.jonessoda.com/gallery and type in "Boaz" in the "Search For" field box.
Then Scott Miller decided to click the "reply all" button and sent out this comment:
What's cool about Jones Soda!? Other than they use odd pictures, what's the big deal? They still use the same big crap-ola ingredients (e.g. high-fructose corn syrup, an ingredient far more unhealthy than cane sugar) as the big soda boys, so I do not see the coolness of this brand. A cool brand would be concerned about the people they serve, rather than be nothing but empty marketing hoopla.
Do people actually fall for this stuff!?
Some replies to Scott's comments:
I think the appeal is in drinking a bottle of funky soda, instead of the same old pepsi or coke. I haven't read the book, but I think it could be a "Trading Up" idea for the consumer. You can't get Jones soda out of a vending machine or a fountain machine. You can't buy it in huge quantities from a place like Wal-mart. It almost never goes on sale and demands a premium price all the time. So when the consumer goes into a place like Starbucks and asks for a "coke" and all the soda they have is Jones then I think people will buy it and think they are special because it's not coke even though the ingredients may be the same. They also offer the consumer new and exciting flavors not available from coke or pepsi. For example: Turkey and Gravy, Lemon Drop, Green Apple, etc. People love the sugary taste of sodas but often get bored with the same old flavors and Jones offers an alternative. I think the pictures appeal to those weird collector type people who go to Burger King and buy all the spongebob squarepants watches. I don't pretend to understand those people, but it gives Jones the advantage of releasing new bottle designs all the time for people like that who collect the labels.
Just my humble opinion.
Boaz on the bottle will make me drink one.
And then here's another reply from me:
I'd have to agree with John in that the appeal is individualism.
However, other than offering different flavors, they are by no means offering a healthy alternative to the others. But I think that what they do have is somewhat sufficient to build a pseudo-brand. I wouldn't go on to bet the farm on their long-term success, but they definitely have something that gets attention... at least for now.
They also have a patent on their online custom ordering, which they have licensed to Nike. That's a great piece of IP to have, but may only be a temporary benefit.
Any other Jones junkies out there? What else makes this a viable (or not-so, if you think that's the case) brand in today's market place?
Oh... how silly of me. If you would like to VOTE FOR BOAZ, go here. Make sure you vote him a 10! Here's a preview of the photo...
Here's some additional information I received about Jones...
Jones reduced carbs in half ahead of anyone else. They didn't create some slick new name or package (like Coke's C2) and spend a jillion dollars marketing it. Nor did they pound drums when they went to Splenda, a sugar based artificial sweeter.
Jones doesn't believe that anyone should drink a "big gulp" of anything.
Moderation is part of their brand gestalt. That's why you don't see two liter bottles or "super sized" cups at a burger joint.
Jones does more for communities, as a percentage of sales, than any of the big companies.
Neither Coke or Pepsi has a Fufu Berry or Strawberry Lime in their product line up, much less Green Bean Casserole Soda for Thanksgiving. Jones is having fun while the other soda brands just fill
up their trucks with the same old stuff. Jones never stops innovating.
Jones is a great example of next generation marketer, mixing technology (packaging, custom manufacturing, killer website) with young-at-heart inspiration and never-ending innovation. Any brand could learn something from this little soda company
December 3, 2004 | Permalink
TrackBack URL for this entry:
Listed below are links to weblogs that reference Discussing Jones:
Jones Soda is perfect example of a product being able to compete in a dominated market by tilting the field and changing the game.
Coke and Pepsi may own more of the market -- but at a reduced price. They can't go back and reposition their product at the higher price point because they've spent decades in their own little cola wars.
Excellent positioning by the upstart!
Posted by: Don The Idea Guy | Dec 4, 2004 5:57:50 PM
I gave Boaz a 10 ;)
Sodas = 90% marketing and 10% product.
Posted by: Tammy | Dec 7, 2004 9:26:12 AM
Being a health advocate and practitioner, I guess it boils down to the simple fact that all sodas are seriously unhealthy, and part of the reason 30% of American's are medically obese, and 80% have significantly too much bodyfat (over 13% for men and 20% for women).
There are ways to make soda less unhealthy, and one is to not use high-fructose corn syrup (only used by soda companies because it's a lot cheaper than real cane sugar, which they used to use before the 70's), and also not to use certain artificial sweeteners proven to be damaging, such as Splenda and Nutrasweet. (Sweet N Low, is much healthier as it has no reported side effects in its 100+ years of use, despite the scare in the mid-70's that it cause cancer in rats -- at 3000 times normal amounts! Any vitamin or mineral will kill you at that level, too.)
The bottom-line with these soda companies, just as with Fast food companies (other than In-n-Out) is that they care not a nickle about anyone's health, and are 100% profit driven.
Anyone who contributes to these companies is merely contributing to their own early death. But no biggie, these companies will have in their grasp your children and their children by then. Enjoy.
Posted by: Scott Miller | Dec 7, 2004 3:25:46 PM
"Jones doesn't believe that anyone should drink a "big gulp" of anything."
Which is why I'm sure they insist that no one drinks more than one bottle a day.
Because when I think about buying a drink, the first thing I think is "yeah, it may taste good, but do they have a killer website?"
"They [big companies] can't go back and reposition their product at the higher price point because they've spent decades in their own little cola wars."
Right, because they don't have the capital to create a whole new line of product, market it under a different brand (even sell it through a subsidiary company just for the purpose), and gain market share in the boutique soda market. Never happens.
"The bottom-line with these soda companies, just as with Fast food companies (other than In-n-Out) is that they care not a nickle about anyone's health, and are 100% profit driven."
Right Scott, that's why if we don't keep a sharp eye on these evil bastards, they'd slip poison into their product if they thought it would sell one more bottle. I'm glad I live in America, Scott, where they can choose to make whatever they want and I can choose to buy it, free from the furrow-browed nannies' interference (mostly).
Posted by: David Andersen | Dec 13, 2004 12:46:08 PM
I liked Jones so much I bout stock in it. Symbol JSDA got in at .25 and know its over 4.25! I think they are ripe for buyout from big player like Coke
Posted by: TOM TYSON | Jan 25, 2005 7:33:00 PM
But does Jones have longevity? Coke and Pepsi are the originals and no one has been able to crack them. I think if it remains smaller than its major competition it will do fine. It's like the art-film house down the street: It's different, but it will never replace Famous Players.
Posted by: MCA | Jan 28, 2005 12:25:37 AM
http://web.ics.purdue.edu/~bishop2/celeb/anna_kournikova.html> Anna Kournikova sex
http://web.ics.purdue.edu/~bishop2/celeb/anna_nicole.html>Anna Nicole porn vids
http://web.ics.purdue.edu/~bishop2/celeb/avril_lavigne.html> Avril Lavigne
http://web.ics.purdue.edu/~bishop2/celeb/beyonce_butt.html> Beyonce Butt homevideo
http://web.ics.purdue.edu/~bishop2/celeb/brooke_burke.html> Brooke Burke sex tape
http://web.ics.purdue.edu/~bishop2/celeb/cameron_diaz.html> Cameron Diaz sex photos
http://web.ics.purdue.edu/~bishop2/celeb/charlize_theron.html> Charlize Theron
http://web.ics.purdue.edu/~bishop2/celeb/charlotte_engelhardt.html> Charlotte Engelhardt porn video
http://web.ics.purdue.edu/~bishop2/celeb/courtney_cox.html> Courtney Cox sex video
http://web.ics.purdue.edu/~bishop2/celeb/jennifer_lopez.html> Jennifer Lopez nude
http://web.ics.purdue.edu/~bishop2/celeb/jessica_alba.html> Jessica Alba nude photos
http://web.ics.purdue.edu/~bishop2/celeb/keira_knightly.html> Keira Knightly gallery
http://web.ics.purdue.edu/~bishop2/celeb/kristin_davis.html> Kristin Davis porn vids
http://web.ics.purdue.edu/~bishop2/celeb/liv_tyler.html>Liv Tyler homevideo
http://web.ics.purdue.edu/~bishop2/celeb/naomi_campbell.html> Naomi Campbell sex tape
http://web.ics.purdue.edu/~bishop2/celeb/natalie_portman.html> Natalie Portman sex video
http://web.ics.purdue.edu/~bishop2/celeb/new_paris.html> New Paris porn movie
http://web.ics.purdue.edu/~bishop2/celeb/nicole_kidman.html> Nicole Kidman
http://web.ics.purdue.edu/~bishop2/celeb/paris_hilton.html> Paris Hilton
http://web.ics.purdue.edu/~bishop2/celeb/penelope_cruz.html> Penelope Cruz
http://web.ics.purdue.edu/~bishop2/celeb/rachel_hunter.html> Rachel Hunter sex tape
http://web.ics.purdue.edu/~bishop2/celeb/scarlett_johansson.html> Scarlett Johansson nude photos
http://web.ics.purdue.edu/~bishop2/celeb/shakira_on.html> Shakira On
http://web.ics.purdue.edu/~bishop2/celeb/trish_stratus.html> Trish Stratus home video
http://web.ics.purdue.edu/~bishop2/celeb/uma_thurman.html> Uma Thurman sex photos
Posted by: zelibobaaa | Jun 23, 2007 1:02:57 PM
Hay!!! best link for you a long ago for you was not
good resource a colour gamut and pictures is class neat right here there is a lot of interesting information spam polazil for you on the site of bjolin.typepad.com all klastno but it is necessary to go
free porn trailer blow job
http://www.premium10adult.info/black-porn-star-jada-fire.html ===>black porn star jada fire
young hentai porn
http://www.gratis-porn.premium10adult.info/latina-booty.html ===>latina booty
asian blow job
lesbian chat site
http://www.lesbian-chat.premium10adult.info/chat-free-lesbian-sex-uk.html ===>chat free lesbian sex uk
lesbian chat online
hot lesbian web cam
http://www.lesbian-cam.premium10adult.info/teen-web-cam-lesbian.html ===>teen web cam lesbian
free live lesbian web cam
free sex chat porn
http://www.porn-chat.premium10adult.info/chat-porn-gratis.html ===>chat porn gratis
free porn chat
Posted by: assercecemia | Jul 4, 2007 8:16:09 AM
No matter which way you ride it's uphill and against the windhttp://pdfyjm17.t35.com/online-consultation-adipex>.
Posted by: fagamoter | Jul 4, 2007 11:49:33 AM
We all are looking for someone special.
Thousands of singles are waiting for you right now at their homes.
Meet Your Perfect Match Now at this
http://double-your-dating.londonmatchmaking.com/index.html>double your dating site.
Posted by: JimmyHardRockCafe | Jul 11, 2007 8:25:48 AM
whether all for you well
you have an indeed class resource of bjolin.typepad.com here all is here described much for you spam to fasts of vstrech' in ether if I to whom both may need or I in icq
http://viagra.onlinetopsite.info/chemical-formula-for-viagra.html>chemical formula for viagra
http://viagra.onlinetopsite.info/why-do-video-games-cost-so-much.html>why do video games cost so much
http://viagra.onlinetopsite.info/where-can-i-buy-viagra-in-france?.html == > where can i buy viagra in france?
Posted by: MALMALLERIA | Jul 13, 2007 2:11:34 AM
http://pigeon-detectives.blogggest.com ">i'm not sorry the pigeon detectives
Posted by: Popkdowlor | Jul 13, 2007 7:58:28 AM
Hello! I'd like you to visit my new PORN web project
Posted by: lonctpz | Jul 18, 2007 8:17:59 PM
Hello! I'd like you to visit my new PORN web project
Posted by: lonplch | Jul 19, 2007 7:41:19 PM
Hello! I'd like you to visit my new PORN web project
http://only4porn.biz>bi erotic free hot story
Posted by: lonzima | Jul 20, 2007 7:42:47 PM
Posted by: FobbewrikeGor | Jul 23, 2007 8:01:53 AM
What is Accutane?
Isotretinoin is a form of vitamin A. It decreases the amount of sebum (oil) that is released by the sebaceous (oil) glands, and it increases that rate at which the skin renews itself.
Isotretinoin is used to treat severe nodular acne that has not responded to other treatments, including antibiotics.
Isotretinoin may also be used for purposes other than those listed in this medication guide.
Buy Accutane [url=http://bestaccutane.fora.pl]Buy Accutane[/url]
Buy Accutane [url=http://acne.fora.pl/]Buy Accutane[/url]
Posted by: leammasic | Jul 23, 2007 12:58:46 PM
If you can see this message, please email the website you saw it on, so i will stop forever firstname.lastname@example.org.
http://www.empiregoldcoins.com/blk/Adjustable_Hawaii_Mortgage_Rate - Adjustable Hawaii Mortgage Rate Adjustable Hawaii Mortgage Rate
http://www.empiregoldcoins.com/blk/Adjustable_Mortgage_Calculator - Adjustable Mortgage Calculator Adjustable Mortgage Calculator
http://www.empiregoldcoins.com/blk/Adjustable_Rate_Mortgage_Advice - Adjustable Rate Mortgage Advice Adjustable Rate Mortgage Advice
http://www.empiregoldcoins.com/blk/Adjustable_Rate_Mortgage_Basics - Adjustable Rate Mortgage Basics Adjustable Rate Mortgage Basics
Posted by: blkhtsoc | Jul 29, 2007 6:46:09 AM
http://payday--loan-1.blogspot.com>payday loan http://payday--loan-1.blogspot.com
This simply prodigy!
http://phentermine--mine.blogspot.com>phentermine mine http://phentermine--mine.blogspot.com
Good stuff, very nicely done.
http://no-faxing-payday--loan.blogspot.com>no faxing payday loan http://no-faxing-payday--loan.blogspot.com
I am glad to find this forum!
Wow! Good resources here, Enjoyed the visit!
Posted by: Cekwedia | Jul 29, 2007 7:43:25 AM
Hey Everybody. I made the Acne in Plain English pages of http://acne.dkblog.org
so that you can learn about how acne forms,
and then dispel acne myths, and finally get some personalized advice.
By the time you're done with this section you should have a good idea of the science
behind acne and feel confident in how you would like to proceed.
Posted by: Frizer | Aug 2, 2007 9:50:21 PM
It is my own experience. If you are looking for a new credit card you can visit
http://credit-credit-score-what7178793.cleaningupcreaditcard.info >gas card with 560 credit score
Posted by: bacreditatv | Aug 5, 2007 10:56:57 PM
Hi! Today I was trying to apply for a credit card at a website. I found one very interesting, perfect design and content. But the application form didn't work. Please, advise - did you apply at ?
http://dollars-credit-credit-card.cleaningup-crdut.info >how do i buy a house with a 550 credit score
Posted by: bacreditqsi | Aug 6, 2007 7:08:31 AM
I had bad extremely bad credit and no hope of getting any kind of loan. But I learned that I can apply for a secured credit card to rebuild it. I also found a co-signer and applied for a cosigner credit card which is bound to increase my credit rating. The ideas and credit card applications were found at a reliable web site on personal finance called
http://cleaningupcrdit.info >credit cards with credit scores of 580
Posted by: bacredithnb | Aug 9, 2007 11:43:45 AM
I can't see my site. why?
Posted by: DanilGD | Aug 10, 2007 4:59:06 AM
Bourne is totaly worth http://fast-payday-loan.stanley-super-store.com>extra dollar then Rush Hour 3! I think 3rd part rearly as interesting as the first! But this was great!
Posted by: Waighhalt | Aug 17, 2007 7:41:48 PM
The comments to this entry are closed.