Vitaminwater Invites Fans to Create the Next Variety Flavor Through Facebook.

You can help the glacéau vitaminwater team rewrite the hydration Bill of Rights by creating one of the first variety flavors by the people, for the people. Through an innovative "Flavor Creator Lab" on Facebook, vitaminwater fans can play an active role in developing and naming the new flavor and designing the label.

The flavor generator selection process includes three steps -- flavor, functional benefit and the label design. In step one, vitaminwater fans can select their favorite flavor combination with help from the flavor buzz meter that scours flavor conversations on top blogs and Web sites and then ranks flavors based on information gathered from current chatter. Participants play a series of games and answer quiz questions to help vitaminwater assess what functional benefit America really needs in the second phase. From this data, vitaminwater scientists will develop a special formula of vitamins and nutrients that meets the needs of the dehydrated masses. Finally, consumers can participate in a contest to name the new variety, design the label and write copy for the bottle. To participate, visit www.facebook.com/vitaminwater .

America's newest vitamin water variety, created by the fans, for the fans, will be announced in December and will be available nationwide in March 2010.

Developing and Managing Products.

Apparently, the machines have already started to show up in California, Georgia and Utah. By summer’s end more than 60 machines should be scattered across the US.

Arriving sometime this summer, Coca-Cola will roll out a revolutionary drink dispensing machine called the Coca-Cola Freestyle. In what seems to be one of the coolest innovations to hit the beverage industry since New Coke (OK, I’m joking) Coca-Cola has announced that it will begin market testing of an innovative new fountain drink dispensing system called the Coca-Cola Freestyle. The Freestyle will enable users to select from hundreds of different beverage options via an intuitive touchscreen interface and will lessen the backroom space requirements for the installers.

The Coca-Cola Freestyle beverage dispenser uses some pretty killer technology that was originally developed for the kidney dialysis and cancer treatment markets (treats cancer and quenches thirst…can it get better?). It has an integrated touch-sensitive LCD screen that walks you through your beverage selection and since it doesn’t rely on the old carbonation and drink syrup container systems you get a lot more choices. The Freestyle employs ultra-concentrated 46-oz flavor packets to produce your drink on the fly and since they are complete with RFID tags the machine can communicate directly with Coca-Cola HQ to place orders for supplies and share consumer preference information.

Leaving no stone unturned, Coke will track the consumption of flavors and will probably use the information to influence the development of future Coke beverages. Additionally, Coke has the power to remotely kill any flavors.The Coca-Cola Freestyle is only in market test right now, so I wouldn’t expect to see a massive release of them before the end of the year. As of right now, Coca-Cola has placed machines in California, Utah, and Georgia. They have plans to have a total of 60 machines in place all over the country by the end of summer so you just might get lucky enough to try out a Freestyle for yourself. Leaving no stone unturned, Coke will track the consumption of flavors and will probably use the information to influence the development of future Coke beverages. Additionally, Coke has the power to remotely kill any flavors.

**in a previous blog (Coca-Cola: the real story behind the real thing) i posted a video about the company and in the documentary it shows this "freestyle" machine that Coca-Cola has introduced. if you have not seen the previous video simply click below to view the machine in it's works!

Developing and Managing Products.

The Coca-Cola Company has just redesigned the packaging and brand identity system for its entire portfolio of more than 100 juice and juice drink brands available in 145 countries worldwide. This includes Minute Maid here in the United States:

"The packaging redesign, available on store shelves in the U.S. beginning this month, is one of the largest branding efforts undertaken in the history of the Coca-Cola Company. The new system establishes a common look and feel that brings continuity to Coca-Cola’s extensive juice offerings, is scalable to multiple brands and product lines, and improves the consumers’ experience at retail. The new packaging takes on the best known qualities of the Minute Maid brand including the black rectangle and white logotype lettering."

Designed by Duffy & Partners in partnership with CMA Brand Presence.

Global Juice Packaging Backgrounder

· The Coca-Cola Company has developed a new, flexible packaging design system for key brands in its global juice family of beverages that unites multiple juice brands and categories under one scalable, common identity and packaging framework.

· Consistent packaging guidelines and readily available assets are available on an internal, web-based tool called “Design Machine,” which allows local markets to roll out packaging quickly and efficiently while also minimizing costs.

· Consumers in the United States will be the first to see packaging changes on store shelves in November 2009. The new packaging will be rolled out to Coca-Cola’s largest juice brands worldwide over the next year.

· The strategic direction for the new visual identity system was developed internally at The Coca-Cola Company. Execution of the designs was created in partnership with Minneapolis-based firm Duffy & Partners as well as CMA Brand Presence of Houston.

Design Concepts

· The iconic Minute Maid logo – the classic black logo with white logotype lettering – is the core element of the new visual identity system.

· Rounded edges on the new logo give it a contemporary look without detracting from the Minute Maid logo’s historic appeal.

· A new green horizon mark above the logo serves as a canopy, connecting the brand to nature and the fruit-producing earth.

· Designers studied consumer behavior in the supermarket produce aisle and how fruit vendors displayed their fruit at local markets to develop visual cues for the new juice packaging.

· The packaging creates a unified look on shelf when packaging is placed side-by-side forming an interlocking visual of whole fruit. This evokes the imagery of whole fruit as it might be displayed in a produce aisle or farmers market.

· Sliced fruit, the hero image on all packaging, was arranged to show freshness and to call to mind feelings of genuine happiness and enjoyment.

Developing and Managing Products.

As discussed in the book there are many different types of categories of new products; new-to-the-world products, new product lines, additions to existing product, improvements or revisions of existing products, repositioned products and lower-priced products. Considering my company is a beverage company (Coca-Cola) it had gone under many different types of improvements or revisions of existing products such as the bottle we all drink out of.

History of Bottling

Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed thatCoca-Cola became the world-famous brand it is today.

1894 … A modest start for a bold idea
In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage calledCoca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Colato sell, using a common glass bottle called a Hutchinson.

Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales.

1899 … The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.

1900-1909 … Rapid growth
The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Colabottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.

1916 … Birth of the contour bottle
Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced in 1916. The contour bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world - even in the dark!

1920s … Bottling overtakes fountain sales
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Colaexceeded fountain sales.

1920s and 30s … International expansion
Led by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries.

1940s … Post-war growth
During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.

1950s … Packaging innovations
For the first time, consumers had choices of Coca-Colapackage size and type -- the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960.

1960s … New brands introduced
Following Fanta® in the 1950s, Sprite®, Minute Maid®, Fresca® and TaB® joined brandCoca-Cola in the 1960s. Mr. Pibb® and Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®, followed by POWERADE® and DASANI® in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world.

1970s and 80s … Consolidation to serve customers
As technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers.

1990s … New and growing markets
Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.

21st Century …
The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.

Sales Promotion and Personal Selling.

Coca-Cola Co. is running a mobile campaign via the ChaCha mobile answer service to generate interest in its loyalty program and Coke Zero soft drink. The soft drinks giant is one of ChaCha's first advertisers. ChaCha has been charged with enabling a conversational relationship between Coca-Cola and the millions of users of its answer service.

"Since our launch we have experienced explosive growth," said Jay Highley, chief marketing officer of ChaCha, Indianapolis, IN. "This growth made us realize that we have the power to help advertisers by letting them target our audience." Coca-Cola and ChaCha kicked off their mobile marketing engagement at the Allstate Brickyard 400 at Indianapolis Motor Speedway on July 27. With targeted responses and event-based marketing, Coca-Cola engaged users in a new and innovative relationship to encourage interactive conversations.

Using ChaCha's service to deploy ads, Coca-Cola so far has seen a 5.2 percent click-through rate, compared to 1 percent to 2 percent industry averages. In addition, Coca-Cola will gain a deeper understanding of its consumers as well as a simple way to track usage patterns and customer data during the campaign. Here's how it works-

• Users can call 1-800-2CHACHA or text questions to ChaCha (242 242) on mobile phones and receive answers within minutes.
• After receiving a text back with the answers, users receive another text with the Coca-Cola promotion.
• The promotion encourages users to join the My Coke rewards program and to try out the Coke Zero soft drink.
• The SMS also includes a link to the My Coke Rewards WAP site at http://mycokerewards.com.

ChaCha is helping Coca-Cola transform traditional and static advertising into dynamic mobile campaigns, in-venue mobile marketing and targeted offers to most mobile phone users regardless of their handset type. The service couples ChaCha's Mobile Answers -- claimed as the fastest growing mobile application in the world, attracting a new user every 10 seconds -- with analytics and reporting.

This way, marketers such as Coca-Cola can engage consumers and stay top of mind with relevant, personalized mobile information about its brand, products and promotions. ChaCha's demographic is unique in that 53 percent are repeat users, the company claims. Also, 83 percent consider the service to be very valuable.

The average user uses ChaCha over 30 times per month. Eighty-eight percent hear about the service from a friend. Users are ages 18-34 and use the service socially and for utilitarian purposes. "Our service is unique because our users trust our brand, making them more receptive to advertisiements served through our services," Mr. Highley said.

"The Coke campaign is our flagship and was targeted in terms of geography," he said. "We believe this campaign is a significant extension of other branding and marketing initiatives because we allow for a very intimate, one-on-one relationship.

"For advertisers we are basically creating an opportunity for them to reach, talk with and engage our loyal user base. The ads are part of the user's interaction and are not intrusive at all. Our advertisers get great reach."

Sales Promotion and Personal Selling.

Coca- Cola was one of the first companies to recognize the power of coupons for sales promotion purposes. In 1887, one of the company’s Partners, Asa Griggs Candler, helped to launch the company into the public eye using innovative and never-tried-before advertising techniques, one of which was a coupon, hand written by the man himself.
Soon, Candler was creating coupons offering complimentary Coca-Cola to people who he believed might ultimately be interested in buying the product. These coupons were mailed out to potential customers and were also placed inside magazines for readers to discover. The advertising worked. More than eight billion free Coca-Cola drinks were given out to people and within eight years Coca-Cola was being served in every single state that was part of the United States at that time.
The tradition continues. In May and June of this year, Coca-Cola Great Britain (CCGB) carried out a mobile coupon campaign in the UK, powered by digital voucher company,i-movo. Using the PayPoint network, hundreds of thousands of bottles of Fanta, Sprite and Dr. Pepper were distributed free, using secure digital vouchers delivered to mobile phones.
Selected PayPoint stores were given eye-catching point-of-sale material, including door posters, shelf blazers and fridge-top stands, which made clear the simple step required of customers to get their free drink. All they had to do was send a text message with the word ‘YES’, followed by their date of birth. Valid voucher requests received a text message reply within a few seconds that included a unique voucher code that was validated by the retailer using the PayPoint terminal.
Because voucher redemption was performed in real-time using the PayPoint terminal, vouchers could not be used twice, eliminating the risk of fraud. Another immediate benefit was that brand managers could monitor the campaign’s progress store-by-store, bottle-by-bottle, eliminating the risk of over-subscription. Retailers were reimbursed automatically, within six days, via PayPoint.
“We are very focused towards driving additional footfall and profits for our retailers, and this activity has done both on a significant scale by making customers the compelling offer of free products,” says PayPoint Retail Strategy Director Mike Igoe. “The real-time redemption solution offered by i-movo and PayPoint makes this type of activity attractive, because it mitigates the financial risks for all parties.”
By the conclusion of the eight-week campaign, over 200,000 drinks had been given away to nearly 100,000 consumers across the UK, with the campaign delivering a redemption rate of 87%, according to i-movo, leading the company to describe it as: “the most popular and effective mobile coupon campaign the UK has ever seen”.
Coca-Cola Head of Communication, Ed Knight, says:
“We always strive to engage our consumers in an appropriate and exciting manner and this campaign has achieved exactly that. PayPoint and i-movo have created a national marketing network that allows us to activate promotions for specific products in specific stores. In addition, this system allows us to run sampling campaigns across thousands of retailers simultaneously, without any additional staffing costs or impact on the supply chain. The feedback we have received from retailers and consumers alike has been relentlessly positive and the campaign itself has been both a commercial and technical success."

Coca-Cola: the Real Story Behind the Real Thing

With unprecedented access, CNBC pulls back the curtain on Coca-Cola, the most recognizable brand on the planet. In an original one-hour documentary,"Coca-Cola: The Real Story Behind the Real Thing," reported by CNBC's Melissa Lee, CNBC reveals never-before-seen labs, secret archives and high-tech product testing. Cameras follow Coke's urgent campaign to reinvent itself after years of losing ground to arch-rival Pepsi in the race to develop new, blockbuster beverages. Meet the men and women whose mission it is to put the buzz back in the bottles and see how Coke gets its drinks into the mouths of people in the farthest corners of the globe. From the production line to "Cola Wars," discover the secret that makes Coke pop.

Advertising and Public Relations.

Few brands can claim the inextricable link that Coca-Cola shares with one of the world’s most beloved figures, Santa Claus. For nearly 80 years, Coca-Cola and Santa have been refreshing families and sharing happiness during the holiday season and this year is no different. Santa and the world’s best known brand will spread the magic of the holidays as the presenting sponsor of “The 2009 Hollywood Christmas Parade/Live Positively Presented by Coca-Cola”. The festive parade will be held in Hollywood, Calif., on Sunday, November 29 at 6 p.m.

“Coca-Cola is proud to be the presenting sponsor of The 2009 Hollywood Christmas Parade, where Los Angeles residents come to share the joy of the holiday season,” said Luis Fernando Ramirez, vice president & general manager, West Region, Coca-Cola North America. “During these times of family togetherness we want to give people a reason to cheer, open some happiness and share the magic of the holidays. This iconic parade allows us to do just that and give back to a city that means a lot to Coca-Cola.”

As part of the parade, the Company will have six interactive floats. Each float will have a theme that embodies Coca-Cola’s ‘Live Positively’ philosophy, which guides the Company’s commitment to making positive contributions to its customers, consumers and communities.

Introducing the Theme of the Floats

Active Living: For more than 80 years Coca-Cola has helped make Olympic dreams come true. This float represents Coca-Cola’s role as a champion of living a healthy lifestyle and engaging in regular physical activity.

Education: Coca-Cola has been a supporter of education for more than 100 years. Since 1986, Coca-Cola has contributed more than $50 million in scholarships to students across the U.S. This float illustrates Coca-Cola’s commitment to education through a message of hope and optimism.

Environment: Coca-Cola invests in environmental initiatives focused on three areas — water stewardship, sustainable packaging, and energy management and climate protection. This float uses a family of Coca-Cola polar bears to symbolize the Company’s commitment to the environment.

Family Togetherness: Happiness is the feeling that people get when they’re around family and friends. For 123 years Coca-Cola has been bringing people together and spreading happiness every time they open an ice-cold Coke. This float shows that all you need for fun is family, friends and a little Coca-Cola.

Community: Coca-Cola, volunteerism and giving back to the community are at the core of everything it does. This float represents ‘generosity’ and depicts how the holiday season is a time to be generous and spread happiness to all.

Holiday Happiness: No other brand has been so closely tied to the holiday season, the happiness it evokes and Santa than Coca-Cola. Santa serves as a reminder of the importance of celebrating happiness, togetherness and giving during the holiday season.

Advertising and Public Relations- Public Relations.

Everyone remembers those cute cuddly polar bears from the Coca-Cola Commercials, right? Well, in Coca-Cola's newest PR campaign, they are READY TO TAKE ACTION!! Coca-Cola wants to reduce human impact on global climate change! Aren't they just socially responsible?!?!

They post, "Polar bears need your help too. We created this web site so you can learn about polar bears and what you can do to help the planet, send a polar bear e-card to a friend. Whether you do one thing or do them all, you can make a difference."

So was it a good attempt or a bad one? I actually think that this is a really good campaign. I really like the fact that they chose polar bears. Polar bears have been one of the trademarks of the Coca-Cola Company and choosing to give back to our cuddly friends is great!

Here is one of the more recent polar bear commercials...

That was really cute! The Coca-Cola Company feels that it has a responsibility to protect their 50 year icon. They issued this statement on their website:

“Beverage concentrate is largely shipped to bottling operations by sea, while finished beverages are mostly transported by road to distributors and retail customers. The environmental impacts of the transportation of our product -- whether by land or by sea -- result from fuel consumption, exhaust emissions and maintenance.

We are working to conserve fuel in our fleet of approximately 200,000 diesel vehicles through the introduction of idle-reduction and biodiesel technologies, which can also help reduce emissions. We also have begun use of diesel-electric hybrid trucks in select markets.

In 2006, a two-year test run of bottling partner Coca-Cola Enterprises' (CCE) new diesel-electric hybrid truck revealed a 32 percent improvement in fuel economy. With CCE, we also put into place a way of systematically evaluating and promoting energy-saving fleet technologies for replication throughout the entire Coca-Cola system.”

Coca-Cola has had some bad publicity from websites like KillerCoke.org. I think that saving the polar bears was a great move toward the right direction.

Advertising and Public Relations- Advertising.

What does a hip-hop loving dog have in common with a rock and roll loving, bald headed body builder? On the surface not much, but take a closer look and there are more similarities then you think. Thats the message behind a television ad from the current Coca-Cola Open Happiness campaign.

Pricing Concepts.

Coca-Cola’s fourth quarter profit fell by 18%. That’s a result attributed to ‘falling demand amid a sharp global economic slowdown,” according to this new reporton the IndustryWeek site. While the news item isn’t enough to know where Coke did well and not so well in terms of comparative absolute dollars, there’s no question they are having the troubles at home and scoring big in emerging markets. Two sentences in the news report, separating by other copy points, summarizes what they are doing:

The company had slashed costs and raised prices to counter falling consumer demand for soft drinks in North America, its largest market reeling from recession…During the last quarter, Coca Cola increased turnover by 29% in China and 28% in India, its key emerging markets.

No one is too worried about Coke, by the way. They had a $995 million fourth quarter profit and netted over $5 billions for the year. But you don't achieve that by ignoring market trends, and I think their emerging market strategy is a significant example of how they pay attention are are capitalizing on the opportunity.

Pricing Concepts.

The Coca-Cola Company last night reported a unit case volume increase of 2 per cent in the third quarter, but was unable to turn such growth into higher sales as revenues fell four per cent.

Internationally, the soft drink maker achieved unit case volume growth of 4 per cent, thanks to strong performances in key emerging markets - with 37 per cent growth in India, 15 per cent growth in China and 3 per cent growth in Brazil. However, sales were hurt by currency movements.

The Coca-Cola Company advised that they had again managed to increase market share on a global basis, with sales of the brand Coca-Cola one of the key contributors.

“I am pleased to report that we have again delivered solid results this quarter,” Muhtar Kent, chairman and chief executive officer of The Coca-Cola Company, said. “We continue to grow our currency neutral revenues, gain global nonalcoholic ready-to-drink volume and value share, expand our margins and invest in our business, all while generating tremendous cash flow.”

“Although we expect the consumer to continue facing economic uncertainties into 2010 and for consumer sentiment to recover slowly, we believe more than ever that we have the right strategies being executed, the right leadership team in place and have taken the right actions this year to drive continued growth and to make the most of the abundant opportunities before us.”

Retailing.

A specialty store is a store, usually retail, that offers specific and specialized types of items. These stores focus on selling a particular brand, or a particular type of item. For example, a store that exclusively sells cell phones or video games would be considered specialized. Sometimes it includes chain retailstores that sell a specific brand of clothing.This would make retail outlets like Gap, Old Navy, Eddie Bauer, and Victoria’s Secret specialty stores, because all the clothing sold there is manufactured specifically for that store. If you buy something from the Gap, it will have a Gap label.

In this definition, the specialty store can carry a diverse range of products. Though Gap specializes in clothing, such clothing could be for children, teens or adults. You might also occasionally find Gap shoes or socks. This is certainly the case with a specialty store like Old Navy, where you can purchase not only clothes for the whole family, but also accessories, dog bowls, Frisbees, and a variety of other non-clothing related items.

In other cases, the specialty store is not brand sensitive, but offers certain kinds of items that could all be loosely classed together. A grocery store that specializes in selling organic products would be considered a specialty store and could include chain stores like Whole Foods. The many ethnic foods markets that import most of their products are also examples of the specialtystore. Products can vary significantly, but they may all fall under the class of being imported from a specific place like Asia, England or Italy.

Another example of the specialty store is a store that sells one kind of item only, like cell phone stores or video game stores. Product selection is usually wide at a store like GameStop, which specializes in retailing games for the Playstation, Nintendo, and X-Box game systems. A cell phone specialty store might sell many different cell phone brands, in addition to offering access to contracts with a specific cell phone company.

Retailing.

We were asked to wright a blog about an experience we had visiting a retail store. Now, in my mind, a retail store had always been a store that just sells clothes or shoes but as I continued to read through chapter 13 I learned theres more to the word "retail." For example, a convenience store is classified as part of retail in this chapter. So the other day I went to the Rite Aid around my neighborhood to buy something & as I was walking around the store to find what I was looking for, I noticed how Rite Aid had created a whole other aisle called "99 cent aisle." I stood there wondering to myself "what the hell is 99 cent aisle?" As i'm walking down the aisle I noticed- baked goods, pasta, fruits, rice, and even bread. It was surprising to see those things being sold at a Rite Aid. It sort of felt as if I was at a supermarket rather then a convenience store. Generally speaking I always knew they sold cereal, cookies, chips, ice cream, beverages, beauty products, school supplies & even halloween costumes but food food? Nope! Never seen it. Just goes to show how now a days a convenience store isn't how it used to be. Its more of a one stop place where you can pretty much buy everything at any time of the night- 24/7.