Moving Forward by Moving Back

May 19, 2009 / Braden Kelley /

As you may know, I love chocolate milk and occasionally blog about it. Today I’m a happy man. I finally found a new chocolate milk worth drinking after Wilcox Farms quite making it (they made one of the best chocolate milks ever).

This new chocolate milk is from a semi-local dairy called Twin Brooks Creamery that does things the old-fashioned way:

Best of all it comes in a glass bottle for smooth, cold drinking. The bottle has a $1 deposit on it, so I’ll have to be sure to rinse and return it. Even if it is a little bit of a hassle for the store to gather the returns (and for the customer to bring them back), it definitely helps to encourage repeat business (and recycling).

Some might see the lack of homogenization and glass bottles with a hefty deposit as backwards steps, and marketing mis-steps, but I think these product characteristics will actually resonate with people in these back-to-basics times.

What do you think?

Braden Kelley (@innovate on Twitter)

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Braden Kelley

Braden Kelley is a Design Thinking, Innovation and Transformation Consultant, a popular innovation speaker and workshop leader, and helps companies use Human-Centered Changeâ„¢ to beat the 70% change failure rate. He is the author of Charting Change from Palgrave Macmillan and Stoking Your Innovation Bonfire from John Wiley & Sons. Braden has been advising companies since 1996, while living and working in England, Germany, and the United States. Braden earned his MBA from top-rated London Business School. Follow him on Twitter and Linkedin.

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