User Generated Content in the Soda Wars

It wasn't that long ago that marketers gave themselves goldstars when a consumer would alter their lifestyle to use the product (leaving the house earlier and driving to Starbucks versus brewing your own coffee at home) -

Now, everywhere you look consumers are altering our products to fit their lifestyles -

Here's the latest -

For you, the question isn't WILL this become an issue for my industry, but rather WHEN will it happen and WHAT will we do to give consumers some input in our process?