Drink to anything and whatever

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.