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