C. J. Rapp
Encyclopedia
C.J. Rapp is an American beverage inventor best known for inventing and marketing high-caffeine Jolt Cola
.
In 1985, C. J. Rapp developed Jolt Cola
, which contains 72 milligrams of caffeine
, 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, 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 the David Letterman
show, 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.
CJ Rapp is a brother of the Psi Phi Delta Fraternity.
Jolt Cola
Jolt Cola was a carbonated soft drink produced by Wet Planet Beverages. It was created in 1985 by C. J. Rapp as a highly caffeinated cola. It is targeted towards students and young professionals, stressing its use as a stimulant in a similar manner as energy drinks...
.
In 1985, C. J. Rapp developed Jolt Cola
Jolt Cola
Jolt Cola was a carbonated soft drink produced by Wet Planet Beverages. It was created in 1985 by C. J. Rapp as a highly caffeinated cola. It is targeted towards students and young professionals, stressing its use as a stimulant in a similar manner as energy drinks...
, which contains 72 milligrams of caffeine
Caffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
, which is the maximum amount permitted by the US Food and Drug Administration. He attended McQuaid Jesuit High School
McQuaid Jesuit High School
McQuaid Jesuit High School is an all-male, Jesuit college preparatory high school located in Rochester, New York, USA. Named after Bernard J. McQuaid, the first bishop of the Rochester diocese, McQuaid is located at 1800 Clinton Avenue South, in the suburb of Brighton.McQuaid was founded in 1954 in...
in Rochester, New York
Rochester, New York
Rochester is a city in Monroe County, New York, south of Lake Ontario in the United States. Known as The World's Image Centre, it was also once known as The Flour City, and more recently as The Flower City...
. As a sociology
Sociology
Sociology is the study of society. It is a social science—a term with which it is sometimes synonymous—which uses various methods of empirical investigation and critical analysis to develop a body of knowledge about human social activity...
major at SUNY Potsdam, Rapp noticed that students concocted beverages to help them stay awake to finish term papers, complete research projects, 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
Sugar
Sugar is a class of edible crystalline carbohydrates, mainly sucrose, lactose, and fructose, characterized by a sweet flavor.Sucrose in its refined form primarily comes from sugar cane and sugar beet...
, or calories - Rapp promoted his cola by emphasizing that it had twice the caffeine found in other colas. In the mid-1980s the slogan
Slogan
A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic sluagh-ghairm . Slogans vary from the written and the...
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 the David Letterman
David Letterman
David Michael Letterman is an American television host and comedian. He hosts the late night television talk show, Late Show with David Letterman, broadcast on CBS. Letterman has been a fixture on late night television since the 1982 debut of Late Night with David Letterman on NBC...
show, Good Morning America
Good Morning America
Good Morning America is an American morning news and talk show that is broadcast on the ABC television network; it debuted on November 3, 1975. The weekday program airs for two hours; a third hour aired between 2007 and 2008 exclusively on ABC News Now...
and CNN
CNN
Cable News Network is a U.S. cable news channel founded in 1980 by Ted Turner. Upon its launch, CNN was the first channel to provide 24-hour television news coverage, and the first all-news television channel in the United States...
. 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
Wet Planet Beverages
Wet Planet Beverages, of Pittsford, New York is the company which produces Jolt Cola, Napa Valley Soda, Thornwood Estates, Autumn frost, and DNA . They are also a distributor for Martinelli's Sparkling Cider....
, markets ten beverage brands in 22 countries. The company tends to use creative packaging.
CJ Rapp is a brother of the Psi Phi Delta Fraternity.