In 2007, Singapore beverage company Out of the Box launched two new soft drinks: Anything and Whatever. The idea stemmed from consumers responding to the question “What would you like to drink?” with a noncommittal “anything” or “whatever.” Anything was carbonated and came in cola, lemon, apple, and root beer flavors, while Whatever was non-carbonated and came in lemon, tea, peach tea, jasmine green tea, white grape and apple tea flavors. Consumers would choose whether they wanted carbonated or non-carbonated, but the flavor was a mystery until they opened the can. Unfortunately, the novelty of the idea wore off and the company could no longer sustain sales of the drink.
