Global Beverage Company: Twice The Caffeine campaign

William Baue

In April 1986, C.J. Rapp introduced a new cola that, according to Gary Hemphill, editor of Beverage Industry magazine, "flies in the face of everything going on in the industry." Rapp had experimented for two years with 144 different recipes before hitting on the perfect formulation, a reaction against the current soft drink trends.

Global Beverage Company: Twice The Caffeine campaign

William Baue

Overview

In April 1986, C.J. Rapp introduced a new cola that, according to Gary Hemphill, editor of Beverage Industrymagazine, "flies in the face of everything going on in the industry." Rapp had experimented for two years with 144 different recipes before hitting on the perfect formulation, a reaction against the current soft drink trends. The tag line for his new drink accentuated dual features that defined it in relation to the competition. "All the sugar and twice the caffeine," the cans of Jolt Cola read. Actually, Rapp could not...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands