Marketing
Rather than television commercials or magazine ads, Jones chooses to focus on product placement. Athletes such as Benji Weatherley, Matt Hoffman, and Bam Margera, known as Jones Pro Riders, promote Jones by appearing with the logo (or often the actual product) at various events or on television appearances (During the episode of MTV Cribs featuring Bam Margera, he opened his fridge to reveal several bottles of Jones Soda). Another group of athletes, the Jones Emerging Athletes, also support Jones. The main reason for the use of athletes is most likely to further target the intended demographic of people in their teens and twenties.
Jones also employs two Jones Soda RVs which travel the West and East coasts of North America "handing out soda and talking to the people on the street".
On May 23, 2007, the Seattle Seahawks chose Jones Soda as its official soft drink, and its products were sold at Qwest Field from the 2007 through the 2009 season. During the football season, Jones Soda also produced bottles labeled with photos of Seahawks players for sale both at football games and in supermarkets. The Seahawks previously sold soft drinks from The Coca-Cola Company; the Jones Soda deal made the team the first in the NFL to sign an exclusive deal with a soft drink company other than Coca-Cola or Pepsi. In June 2010, the Seahawks severed their association with Jones Soda and announced that they had signed a five-year agreement with Coca-Cola.
On February 12, 2008, Alaska Airlines and Horizon Air announced they would serve Jones Soda on their flights. This arrangement ended March 1, 2010, when Alaska and Horizon switched to serving Coca-Cola products. The airlines cited customer demand as the reason.
The 2009 February/March issue of the fine beverage publication, Mutineer Magazine, featured Jones Soda on the cover as well as an in-depth article about the company inside the magazine.
The company's motto, "Run with the little guy… create some change.", appears on most Jones products.
Dr. Dre's character in the film The Wash is seen drinking a Jones Soda.
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