Crush

**Crush** is a brand of carbonated soft drinks owned and marketed internationally by Keurig Dr Pepper, originally created as an orange soda. Crush mainly competes with Coca-Cola's Fanta. It was created in 1911 by Canadian beverage and extract chemist Neil C. Ward. Most flavors of Crush are caffeine-free.

## **History**

### Early beginnings(1906-1916)

Crush began in 1906 when Clayton J. Howell, a chemist based in Chicago, crafted the original formula for what would eventually become the iconic beverage. Originally known as "**Ward's Orange Crush**," the concoction garnered attention for its distinct citrus flavor and refreshing qualities. In 1916, the Orange Crush Company was officially established, marking a crucial milestone in the brand's history. Neil C. Ward, the founder of the company, secured the trademark for the name "Orange Crush." This period also witnessed the opening of the first Orange Crush bottling plant in Los Angeles in 1916, laying the groundwork for the brand's production and distribution infrastructure. The early success of Orange Crush can be attributed to its novel approach to providing a fruity, effervescent beverage during a time when the soda industry was still in its formative stages. The subsequent decades would see Orange Crush evolve from a local sensation to a nationally recognized brand, setting the stage for its enduring legacy in the soft drink market.

### Exapnsion 1920-1930

During the period of 1920 to 1930, Orange Crush experienced a notable phase of expansion and underwent a pivotal acquisition that would shape its trajectory in the beverage industry. In 1920, the brand had already gained considerable popularity, leading to its rapid growth. The product line expanded beyond its original orange flavor to include variations like Lemon Crush and Lime Crush, broadening its appeal to consumers who sought a variety of fruity and refreshing options.

The pivotal moment in this era occurred in 1921 when the Orange Crush Company was acquired by the Pabst Brewing Company. The acquisition by a significant player in the beverage industry provided Orange Crush with the resources and reach needed for further expansion. Under Pabst Brewing Company's ownership, Orange Crush continued to flourish, benefitting from the distribution networks and marketing expertise of its parent company.

This period also marked a time of increased competition and innovation within the soft drink industry, with Orange Crush distinguishing itself through its unique flavors and vibrant branding. The acquisition allowed Orange Crush to leverage the strengths of Pabst Brewing Company while maintaining its identity and distinctive qualities.

The 1920s and 1930s were transformative for Orange Crush, as it solidified its position as a leading player in the burgeoning soft drink market. The acquisition by Pabst Brewing Company not only facilitated the brand's national expansion but also contributed to the diversification of its product portfolio. This strategic move set the stage for Orange Crush to become a household name, laying the foundation for its future success and enduring appeal to consumers seeking a refreshing and flavourful soda experience.

### Introduction of the Crushy Mascot (1930s):

The 1930s saw the introduction of the iconic "Crushy" character, an animated orange that became the brand mascot and symbolized the refreshing nature of the drink.

### Post-Prohibition Growth (1933-1945):

With the end of Prohibition in 1933, Orange Crush continued to grow in popularity, benefiting from the increasing consumer demand for non-alcoholic beverages.

### Post-World War II Boom (1945-1960):

The post-World War II era marked a period of significant expansion for Orange Crush. The company introduced new flavors and packaging innovations, including the distinctive Crushy character on bottles. Orange Crush became a cultural phenomenon, and its distinctive glass bottles became synonymous with the brand.

### Ownership Changes and Global Expansion (1960-1980):

In 1969, Procter & Gamble acquired Crush International, expanding the brand's global reach.The 1970s witnessed the introduction of diet versions and additional fruit-flavored Crush sodas, further diversifying the product line.

### Brand Revival (1980s-Present):

The 1980s saw a series of ownership changes, with Crush passing through various hands, including Cadbury Schweppes and Dr Pepper Snapple Group. In recent years, Crush has experienced a revival, introducing limited-edition flavors and capitalizing on nostalgia with marketing campaigns.

### Product Innovations and Marketing Strategies (2000s-Present):

Crush has continued to innovate, introducing new flavors and adapting to changing consumer preferences, such as the shift towards natural and less sugary beverages. Marketing efforts have included partnerships with popular media and cultural events, keeping the brand relevant in the ever-evolving beverage industry.

## **Today**

The Crush brand and trademark are currently owned by Keurig Dr Pepper of Plano, Texas. Crush is also popular in Canada, where it is distributed by subsidiary Canada Dry Motts. It is distributed by various Pepsi bottlers, the biggest being the Pepsi Bottling Group Canada.

Other countries where Crush is sold are Argentina, Colombia, Chile, Guatemala, Lebanon, Mexico, Panama, Peru, Syria, Uruguay and at one time Nicaragua, Costa Rica, Ecuador and Bolivia. In Chile, Crush is distributed by Compañía de Cervecerías Unidas since the 1940s. In contrast, in some countries of Latin America the Crush brand is distributed by The Coca-Cola Company, using the same colors and bottles as Fanta.

Several flavors (Orange, Diet Orange, Grape, Strawberry, Cherry) are available at most stores throughout North America; however, others are distributed only within small markets. Pineapple Crush and Birch Beer Crush, for instance, are found in both can and single serving bottle in the Canadian province of Newfoundland and Labrador and in Fort McMurray, Alberta. From 2009, changes in bottling rights allowed many of these regional flavors to be distributed by the Pepsi Bottling Group in a majority of their territory in the United States, and for PepsiAmerica to distribute Crush in most of its territory.

## **Other Flavors**

* **Orange**
* Grape
* Strawberry
* Pineapple
* Watermelon
* Peach
* Zero
* Grapefruit
* Cherry
* Blue Raspberry
* Berry Blast
* Berry Punch