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There is an old phrase, with ownership comes pride.  Cornucopia Beverages likes to believe over the past eighteen months, we have take pride in the promotion and brand building behind Moxie.  While the brand has been in existence for over a century, we are doing our best to rejuvenate, reenergize and reinvigorate.

First, we would like to lie to rest any concerns that there was a change in the formula or flavoring.  It is our belief that the taste of Moxie is the cornerstone of the brand; and we have no intentions of playing or altering with the taste.  We need to make certain that the consumer knows it can find a consistent product at all times.  There is a brand equity built around the taste and something we do not want to erode.

Obviously, there have been some obvious visible changes – namely the packaging.  The decision to change the design was not one taken lightly.  Over the past ten years, like in all industries, there have been extensive advances in the packaging and graphics industry.  As such, after performing extensive in-market research, we found that the old packaging was easily lost in expansive soft drink aisle.  We needed to create something new to draw out the brand.  The old packaging was a destination – only those who were looking for the brand would find it.  The final design was selected after reviewing dozens of options.  And while, the immediate impression may seem to be a huge deviation, the core brand elements remain the same.  The bright orange background and billboard are still there, plus the bold blue Moxie lettering remained.  From early results, it appears as though the new packaging is drawing new consumers.  Obviously, if we find that the graphic change is not working, we are agile and nimble enough to make a change.

Besides the packaging change, we have gone ahead and developed more traditional marketing materials.  Across the New England , we went ahead and performed some sampling events over the summer, handing out over 10,000 samples.  The majority of these events were small and quick in scope.  We just wanted to get the product in the hands of people who had never tried the product; we believe that once they try it, they will come back!  As the summer winds to an end, so will the sampling program because it will be difficult to find the crowds to hit the people in an hour or less.  But we look forward to continuing this concept moving forward.

The Moxie Horsemobiles were famous back in the day, and we have brought the concept into the 21^st century.  As some may have seen, we took a Ford Escape Hybrid and created a new Moxie Mobile.  While it may not have the same charm and charisma, we have kept the roots the same, just updating with technology.  We think it is important to note that we did choose to use a hybrid vehicle to promote corporate social responsibility.  The new Moxie Mobile had done extensive traveling since its creation in June – over 6500 miles across New England !

As always, there is a continuous push of ideas behind the scenes… some that will happen and some that will stay on the back burner.  But, we can assure you that we are always looking of ways to grow and drive Moxie to new heights and levels!

The first eighteen months has been filled with growth and excitement and hopefully the trend and momentum will continue.

Respectfully,

Larry Lordi, President                      Justin Conroy, Moxie Brand Manager

CCNNE                                          Cornucopia Beverages (div. of CCNNE)