US: Jones Soda unveils exclusive Michigan packaging

By | 14 August 2013

The new bottles feature pictures of Michigan

The new bottles feature pictures of Michigan

Jones Soda has launched a Michigan-themed range that will be bottled and sold exclusively in the state. 

The company, which last week almost broke even in Q2 results after years of losses, said yesterday (13 August) the new packaging is “our way to honour and say thank you” to Michigan for strong sales in the state. The redesign covers eight flavours, and bottles will feature photos of Michigan sent in by consumers.

“From the outset of the launch of our brand in 1996 through today, Michigan has been one of our strongest markets,” said Jones Soda CEO Jennifer Cue. 

The Michigan-themed and bottled Jones Soda flavours are Green Apple, Berry Lemonade, Fufu Berry, Cream Soda, Root Beer, Blue Bubblegum, Strawberry Lime and Orange & Cream, Jones Soda said. They are available in Michigan in Vince and Joe's Gourmet Markets, Nino Salvaggio International Marketplace, Busch's Fresh Food Market, Holiday Market and ACO Hardware stores.

Cue replaced former CEO William Meissner last year, launching a rescue plan that has focussed on cutting admin and operating costs as well as reallocating resources to “key core markets”. 

Expert analysis

Successes and Failures Case Study: Jones Soda

This case study looks at how Jones Soda, a gourmet soda brand, became too ambitious and failed to stay focused on its core brand values, resulting in plummeting revenue, and ultimately the company being delisted from the NASDAQ stock market.

Sectors: Marketing – advertising & promotions, Soft drinks

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