Jones Soda has enlisted Superbig Creative, to launch Jones GABA:
the drink as the only U.S. offering with the ingredient GABA, which
is believed to promote heightened mental focus.
Jones GABA enters a crowded field, and could wind up competing
against everything from "natural" drinks that include herbs to
caffeinated fare like Red Bull. A key selling point of the
ingredient GABA, which has been widely used in Asia, is that does
not impart an "edge" like caffeine. That's an angle Jones uses in
press materials and a tack that could be taken in upcoming
Ricochet will develop strategy and creative across trade and
consumer media, including print, online and point-of-sale
initiatives. The campaign launches next month, while Jones GABA is scheduled to
hit retail shelves April 1."