Singapore: Marketing company Out of the Box (OOTB) has made its
foray into the beverage market with the launch of its Anything'
and Whatever' product range.
In a twist, the company has introduced a surprise-packaging concept
such that every beverage has a generic design, ensuring that
consumers are unaware of the flavour of the purchased beverage
until they drink it.
"The concept was developed through the experience a group of
friends and I kept having whenever we were at the coffee shop or at
home," Johnson Tan, MD, OOTB said. "People kept telling us they
just wanted anything' or whatever' whenever we asked them what
they wanted to drink."
Together with the product launch, OOTB has rolled out a month-long
marketing campaign which includes print, broadcast, outdoor and
online media.
The Anything and Whatever range features six flavours each, with
the Anything' line containing carbonated soft drinks while
Whatever' carries non-carbonated flavours. The product's
distribution network includes supermarkets, coffee shops,
convenience stores and petrol kiosks.
Creative was handled in-house while media duties were handled by
Strike Holdings and Clear Channel.
