Global Beverage Company: Twice The Caffeine campaign
William BaueOverview
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...