Happy to learn, via the synapse-snappin' ideablog Springwise.com, that there exists sumptin' called "The Surprise Economy" (don't tell that to the folks at Surprise Central, though. They may want me to double their volunteer wages...).
Over the weekend, I read about a Singapore beverage company called Out of The Box who just released two new soft drinks called "Anything" and "Whatever," ostensibly non-committal responses to the query "What do you want to drink?"
Anything is carbonated and comes in a half-dozen flavors (Cola with Lemon, Apple, Fizz Up, Cloudy Lemon and Root Beer), as does the non-carbonated, tea-based Whatever (Ice Lemon, Peach, Jasmine, White Grape, Apple and Chrysanthemum). Great website, too...despite the fact that I couldn't turn off that infernal sit-commy music.
So here's the Surprise--consumers have no idea what they're about to guzzle when they buy the stuff. It's like a blind date for your tongue. The cans are simply labeled Anything or Whatever, complete with a generic list of ingredients that gives nothing away. Your tastebuds find out the flavor first hand. Methinks this may give rise to a third variety of the drink, called What The Hell Is That?, but you've gotta give the Out of the Box folks a lot of credit to make the soft drink experience into an adventure and a game.
(Recommendation for phase 2: add a couple of flavors like "Cayenne Pepper," "Onions and Mushrooms" and "Liquid Drano" and let the kids--who have been apparently going crazy over the stuff--play a newfangled version of Russian Roulette.)
I don't know how much legs this concept has, but it certainly has more than its fair share of balls. Well done, Out of The Box-ers!