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In the bustling city of Chicago, 1911, a young beverage and extract chemist named Neil C. Ward toiled away in his laboratory, driven by a singular passion for creating the perfect soft drink.
His eyes sparkled with determination as he carefully measured and mixed various ingredients, hoping to stumble upon a revolutionary formula that would tantalize taste buds across the nation.
After months of tireless experimentation, Ward finally took a sip from his latest concoction, a vibrant orange liquid that danced on his tongue with a delightful burst of citrus flavor.
In that moment, he knew he had struck gold.
Crush was born.
Clayton J. Howel, a seasoned entrepreneur with a keen eye for opportunity, had already made a name for himself in the soft drink industry with his creation of Howel's Orange Julep.
However, he knew that to truly leave his mark, he needed something extraordinary.
Fate intervened when Howel crossed paths with Neil C. Ward, a brilliant beverage and extract chemist who had just developed a tantalizing new orange soda.
Recognizing the potential in Ward's creation, Howel proposed a partnership that would revolutionize the beverage world.
In 1911, the two visionaries joined forces, incorporating the Orange Crush Company.
In the early days of Orange Crush, Howel and Ward sought to set their beverage apart from the competition by creating a unique selling point that would captivate consumers.
Their solution was as ingenious as it was deceptive: they decided to add orange pulp to the bottles, giving the impression that each sip was akin to savoring a freshly squeezed orange.
Customers marveled at the sight of the pulp floating in the vibrant orange liquid, believing they were experiencing a true taste of nature.
However, unbeknownst to the public, the pulp was not a byproduct of the orange-squeezing process, but rather a carefully crafted addition designed to enhance the drink's appeal.
For decades, this illusion persisted, until changing consumer preferences and production methods rendered the pulp obsolete.
As Orange Crush's popularity soared, Howel and Ward recognized the importance of packaging in creating a strong brand identity.
The earliest bottles were ribbed, with a distinctive texture that set them apart from other beverages on the shelf. These "Crinkly" bottles, as they came to be known, were initially made of clear glass, allowing the vibrant orange hue of the soda to shine through.
However, in 1937, the company made a bold decision to switch to brown, or amber, glass bottles, which became iconic as the "Crinkly Brown" bottles.
This change not only gave Orange Crush a more sophisticated appearance but also helped protect the drink from light exposure, preserving its delightful flavor.
As the years passed and trends evolved, the company once again reimagined its packaging, and in 1955, the "Big New Bottle" was introduced. This sleek, smooth design bid farewell to the amber glass and the "crinkles," opting for a larger, more elegant look that reflected the brand's growing prestige.
As the decades passed, Orange Crush remained a beloved fixture in the soft drink industry, its iconic flavor and brand identity standing the test of time.
However, change was on the horizon, and in 1980, the company found itself at a crossroads. Procter & Gamble, a giant in the consumer goods industry, recognized the immense potential in the Orange Crush brand and made a bold move to acquire it.
This acquisition marked a significant turning point for Orange Crush, as Procter & Gamble's vast resources and marketing prowess promised to elevate the brand to new heights.
However, the deal was not all-encompassing, as the Canadian rights to Orange Crush remained separate, only to be purchased by P&G four years later in 1984.
As the 20th century drew to a close, the winds of change once again swept through the halls of Orange Crush. In 1989, Cadbury Schweppes, a British multinational confectionery and beverage company, set its sights on the iconic brand and successfully acquired Crush USA from Procter & Gamble Co.
This move marked the beginning of a new era for Orange Crush, as Cadbury Schweppes sought to expand its presence in the United States beverage market.
For nearly two decades, Orange Crush thrived under the stewardship of Cadbury Schweppes, until a momentous decision in 2008 saw the company spin off its United States beverage business into a separate entity known as the Dr Pepper Snapple Group, which would later become Keurig Dr Pepper.
Today, the Crush brand and trademark are proudly owned by Keurig Dr Pepper, headquartered in Frisco, Texas, where the legacy of Neil C. Ward and Clayton J. Howel continues to inspire new generations of soda enthusiasts.
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