How Wilson came up with the idea to name their racquets Juice and Steam: - - So basically two Wilson employees, Gary and Larry, were on break sharing a cup of orange juice (the company promotes drinking orange juice over coffee based on tested results over the years which show that orange juice increases productivity). So they were sitting around complaining about how they have no idea what to call the new racquets. - Gary: Its just so annoying, you put in so much work to design a new racquet and youve got it and then you gotta come up with a good name for the average Joe to remember. Larry: If only people were more aware of engineering, we wouldnt need labels, theyd buy the racquets because they were such magnificent feats of pure science and engineering. G: I agree. Its a good thing weve got this nice orange juice here to take the burden off. L: Its nice. Heres something that never changes and thats always good when you need it most. G: You know what people never try? Hot juice. They always drink it cold, Im gonna heat mine up a bit. L: Oh Ive never tried that either. Here, put mine in there with yours, I wanna see what its like. (several minutes later) G: Oh gosh, I think weve heated it too long. L: Yeah, you can practically see the steam coming off of it. G: Steamy juice! Heres to new traditions. (they both sip some and suddenly...) L: THATS IT! G: I know, its quite delicious isnt it? L: No!!! This is it. New traditions! We need to capture this moment. G: Okay... How? L: Words! We need simple words. G: Well, lets see... weve got... orange juice... L: TOO COMPLICATED! G: Okay, uh... orange... L: No, it cant be a color. Besides Netherlands has a monopoly on that word. Its copyrighted. G: Oh good point. L: How about... HEAT? G: No, thats copyrighted too. Miami Heat.... Remember HEAD had those Ti Heat racquets, Titanium Heat, that was a terrible name. L: Oh I know, thank God we had the Wilson Hammer to compete with that. G: Thank God. L: Okay, well lets think clearly about this! This is important! ARE YOU WITH ME? G: YEAH! L: OKAY. So we got orange, heat, cup and juice. G: Well we cant use cup. L: Hey what was it you said back then about juice? G: I dont recall. L: You said... hot juice. G: Oh, well that doesnt work either. Remember the US trade commission prevents us from using suggestive adjectives like hot in ads and... L: Yeah I know, but think about it. HOT... JUICE. Hey, thats a new racquet, whats it called. G: Juice! L: WOW, THATS HOT! G: AH HAH!!!! L: Ok ok ok, so we got juice. We need one more. G: (looking at the cup of hot juice) Hmmm... L: Uhm... bubbles... no. G: (faintly and very euphoric) Steam.... L: (catches his breath) (30 seconds later) L: This is gonna be big.
Posted on: Wed, 25 Jun 2014 17:21:10 +0000
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