Global Beverage Company: Twice The Caffeine campaign

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."...