138 innovations

Softdrinks for the undecidable

Taking the surprise economy to another level, Singapore beveragecompany Out of the Box caters to consumers who respond to "What wouldyou like to drink?" with a non-committal "anything" or "whatever". Twoweeks ago, the company launched two complementary brands: Anything and Whatever.Anything is fizzy and comes in six flavours (Cola with Lemon, Apple,Fizz Up, Cloudy Lemon and Root Beer) and Whatever is non-carbonated(Ice Lemon Tea, Peach Tea, Jasmine Green Tea, White Grape Tea, AppleTea, Chrysanthemum Tea).

The surprise part? Consumers don't know which flavour they'regetting until they take a sip. Cans are simply labelled Anything andWhatever, and the list of ingredients is limited to generic wording:carbonated water, sugar, permitted flavouring, permitted colouring,preservative, tea extract, fruit juice concentrate. Judging from thebuzz on Singapore forums, teens immediately got the concept and areloving it.

Source: anything.com.sgAdded: 13 July 2007