After much pestering, Sam-I-Am finally was able to get his unnamed friend to try the unfamiliar dish of green eggs and ham in Dr. Seuss’ popular children’s book “Green Eggs and Ham.” Although the unidentified character is rather elaborate about the reasons why he did not want to try the meal, in the end, readers learn how much he has come to embrace the non-traditional item.
Consumers might not be as averse to trying new things, but unfamiliarity can present a challenge for brand owners when they are looking to introduce something new to the market, particularly within an established category like carbonated soft drinks (CSDs).