Taking Singapore economy to another level, Singapore beverage company Out of the Box launched to Singapore consumers who respond to “What would you like to drink?” with a non-committal “anything” or “whatever”. Out of the Box launched two complementary brands: Anything and Whatever. Anything is fizzy and comes in six flavours (Cola with Lemon, Apple, Fizz Up, Cloudy Lemon and Root Beer) and Whatever is non-carbonated (Ice Lemon Tea, Peach Tea, Jasmine Green Tea, White Grape Tea, Apple Tea, Chrysanthemum Tea).

Besides the taste of the soft drink, this drink gives you something totally different. When you do not have the ability to differentiate each drink from the other, it creates excitement. After all, all the can looks the same from the outside. What you might not know is that there are 6 different flavours and you probably won’t know which one you will get.

What do you know?

There are some form of information though. The drinks are divided into carbonated and non-carbonated drinks.

• Carbonated drinks – can be cola drinks, cola with lemon, fizz up, root beer, lemon or cloudy lemon
• Non-carbonated drinks – the non-gassy ones like jasmine green tea, apple tea, peach tea, ice lemon tea or chrysanthemum tea.

Make the educated guess

Besides that, there is information like ingredients specification on the outside of the can and that is as much as you get. As every beverage has a generic design, you can only make the educated guess from whatever information you have. If you are a seasoned drinker, then it might work for you. Otherwise, take a chance and see what you get.

Such a campaign then creates a sense of intrigue for the customer, a type of experience that might connect you better and more impactful with your target audience.