Consumer >> CEO Interviews >> January 3, 2005
PETER VAN STOLK is Founder, President and Chief Executive Officer of
Jones Soda Co. He began in the beverage business when he founded Urban
Hand Ltd., a predecessor company to Jones Soda Co., in 1987. Urban Hand
Ltd. operated until 1995 as the largest independent distributor of New
Age beverages in western Canada. In 1995, Mr. van Stolk initiated the
creation and launch of the company's own brands, with the launch of its
flagship brand, Jones Soda Co. ('Jones Soda' or 'Jones') in 1996.
Initially launched into alternative channels of trade with a unique
marketing approach including alternative athletes and sampling of Jones
Soda via the roving RV program, Jones Soda is best known for its
innovative labeling technique that incorporates always-changing photos
sent in from its consumers. Jones Soda Co. was a pioneer in launching
its soda to alternative channels as well as creating an interactive
soda, which further allows its consumers to create their own
personalized case of 'myjones' on-line, becoming the first beverage
company to provide value-added and personalized packaging at a price
which makes economic sense for both Jones Soda Co. and its consumers.
With such a strong emotional connection between the brand and its
consumer, Jones has quickly developed a cult-like following in the youth
demographic in North America as well as becoming the leader in the
premium soda category. In 2001, Jones Soda Co. extended its product line
into the non-carbonated juice and tea category with Jones Juice,
utilizing the ever-changing photo concept as well. In this same year,
Jones Soda Co. launched Jones Energy, its own energy drink, which has
rounded out the Jones brand to include premium soda, juice and teas and
an energy drink. The emotional connection between the consumer and the
brand is the backbone of Mr. van Stolk's branding strategy and for which
he has been recognized by such publications as Advertising Age, Inc.
magazine, The New York Times, CNN and People magazine. Profile
Mr. van Stolk: We make premium sodas and we sell them across North
America. We play in the premium soda category, which is a portion of
