Marketing Currents - Business and Marketing Current Events

Crystal Light Debuts Bold Brand Refresh with First Innovations and Logo Change in Over a Decade


Today, the Crystal Light® brand debuts three innovative additions to its portfolio for the first time in over a decade with the launch of Mixology, Immunity and Energy product lines.

Click here to read the story at

Discussion Questions:

  1. What is a product line?
  2. What is product development?
  3. What type of company is Crystal Light?
  4. Have you ever tried any of their products?
  5. Why do you think Crystal Light wanted to introduce new products?
  6. What is consumer behavior?
  7. Based on what you learned in this news story, how did shifts in consumer behavior help to inspire Crystal Light’s new product offerings?
  8. What is innovation?
  9. Do you think the new product lines from Crystal Light are truly innovative? Why or why not?
  10. Why do you think they used the word “innovation” in this press release?
  11. What is branding?
  12. According to this story, what is Crystal Light doing from a branding perspective?
  13. Why do you think they launched a new logo?

Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.