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I’ve been a fan on Peter Van Stolk’s work for some time. Perhaps it’s because he was out there living the 7 laws of youth marketing when I was simply writing about it. Perhaps it’s the simple irreverance of the Jones Brand he helped grow that threw the copybook out and ignored the received wisdom and CPG industry’s understanding of common sense.

Jones was “crowdsourcing” way back when the word wasn’t even invented. Jones was building a field presence out there in the events and Universe of youth before Red Bull and Monster got their start.

I’ve been speaking to Peter recently about his insights and lessons learned behind shaping the Jones brand with a view to featuring these insights in my upcoming youth marketing book. Peter’s interview will also feature in a future episode of Upstart Radio.

If you know anything about youth marketing you’ll know Jones Soda because under Peter’s tenure the brand resonated with youth through innovative and, at times, ...