Jones Soda displays elements of post modernity within its packaging and presentation. Accepting photography from the general public as label submissions, the company represents an array of perspectives and concepts. The diversification of the labeling adds an interactive quality to the soda’s production, a reflection of the global village that the Internet has facilitated in establishment. This method of contemporary communication, demonstrated through the ever changing and varying labels, allows for a strong relationship to form between product and consumer. The lid of the soda bottle also has an interactive quality to its design – it offers a small fortune or saying to the soda’s drinker, mimicking the effect of a fortune cookie. This, as a marketing concept, promotes hyper-consumption and the development of company-based and product-based loyalty.
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