The history of the U.S. beverage business contains notable examples of companies building campaigns around responses from fans, said Harvard Business School marketing professor John Quelch, co-author of "Greater Good: How Good Marketing Makes for Better Democracy." The Pepsi Challenge, a nationwide taste test that pitted Pepsi against Coca-Cola, was "hugely effective," Quelch said. Snapple based commercials on letters sent to the company from fans around the country.

Read Now