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• TWICE THE CAFFEINE Campaign
• Jolt Jock Strap
• Further Reading

PO Box 25107
Rochester
New York
14625
USA
tel: (716)381-3560
fax: (716)381-4025
email: sodaman@joltcola.com
website: http://www.joltcola.com

TWICE THE CAFFEINE Campaign

Overview

In April 1986, C.J. Rapp introduced a new cola that, according to Gary Hemphill, editor of Beverage Industry magazine, "flies in the face of everything going on in the industry." Rapp had experimented for two years with 144 different recipes before hitting on the perfect formulation, a reaction against the current soft drink trends. The tag line for his new drink accentuated dual features that defined it in relation to...