Sometime back in May 2008, Tim came to Jack and me and said he had lunch earlier that day with a guy named Brian Pitzer he used to do some freelance work for. Brian was starting a new company and needed a web site, which was why he approached Tim about freelance web design. As talented as Tim is, I’m glad he turned it down because he’s a brilliant strategist, but (no offense), probably shouldn’t be building web sites. Neither should I, by the way. . .

Anyways, we sat down and talked about it and Tim showed us the bottle. It was cone-shaped. Different from the rest – and we like different. We could tell it was also a product that actually had a differential advantage – the fact that it is bottled water with just caffeine and nothing else. We were geeked! We had Brian and his CFO, Fred Gardner in for a discovery meeting right away where we learned about how the product idea started in Brian’s dorm room when he used to put caffeine pills in bottles of water and shake them up to get through studying.

The chemistry in the room was electric: this was obviously a great team. Over the months, we’ve helped with label design, package design, pricing strategy, distribution strategy, the sales process, brand strategy, consumer research, helping calm Brian down when he’s worried he’s going to run out of money, and oh, yeah, a web site. The kick-ass web site also features cool videos. Today, The Columbus Dispatch (kudos, MediaSource) featured Brian on the front page of the business section. We are proud to be his partner. This is a product our entire agency is behind, cheering on. What a great opportunity and relationship to be a part of.