Jump to content

C. J. Rapp

From Wikipedia, the free encyclopedia
(Redirected from CJ Rapp)

C.J. Rapp is an American beverage inventor best known for inventing and marketing high-caffeine Jolt Cola.[1][2]

In 1985, C. J. Rapp developed Jolt Cola, which contains 72 milligrams of caffeine,[clarification needed (per which quantity)] which is the maximum amount permitted by the US Food and Drug Administration. He attended McQuaid Jesuit High School in Rochester, New York. As a sociology major at SUNY Potsdam, Rapp noticed that students concocted beverages to help them stay awake to finish term papers, complete research projects, pledge in Greek life or study for exams.

At a time when beverage producers were promoting the idea that less is better – that they contained either zero or less caffeine, sugar, or calories – Rapp promoted his cola by emphasizing that it had twice the caffeine found in other colas. In the mid-1980s, the slogan on every bottle and can of Jolt read "Twice the Caffeine."

The approach worked and gave the new product high visibility. Jolt soon appeared on Late Night with David Letterman, Good Morning America and CNN. The maverick cola quickly found its niche market.

Rapp slowly began expanding his product line, which now includes Blu Botl, DNA, Martinelli's, Pirate's Keg, First Tee, and XTC. His company, Wet Planet Beverages, markets ten beverage brands in 22 countries. The company tends to use creative packaging.

See also

[edit]

References

[edit]
  1. ^ Alan Elliott (1998). A Daily Dose of the American Dream: Stories of Success, Triumph, and Inspiration. Thomas Nelson Inc. p. 9. ISBN 9781418571474. Retrieved 22 January 2016.
  2. ^ *"Jolt Cola maker files for bankruptcy protection". International Business Times. January 29, 2009. Archived from the original on January 29, 2016. Retrieved January 11, 2016.

Other sources

[edit]