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Jones Soda Turns Bottles into Voter Registration Tools

Limited-edition Vote 2020 labels on bottles of Jones Soda feature voting-themed graphics and copy along with a QR code that allows consumers to register to vote from their smartphones.

The limited-edition Vote 2020 labels feature six different designs created by artists and consumers in a total print run of 500,000.
The limited-edition Vote 2020 labels feature six different designs created by artists and consumers in a total print run of 500,000.

Jones Soda Co., the craft soda brand known for its unconventional flavors and user-designed label artwork, is putting voter registration tools into consumers’ hands—literally—with voting-themed labels featuring QR codes that take citizens directly to a registration site. Powered by a registration tool operated by the non-profit and non-partisan Voter Participation Center (VPC), the soda bottles allow eligible citizens to register to vote, check their current registration status, and find information on voting guidelines and state registration deadlines from their smartphones.

Hitting store shelves across the U.S. this week, the limited-edition Vote 2020 labels feature six different designs created by artists and consumers in a total print run of 500,000.  Front label graphics range from a “Voting Beats Not Voting” message to a nine-time repetition of the word “Vote” superimposed over an image of the Statue of Liberty. A QR code on the back enables online voter registration in about two minutes with a driver’s license or state identification card.

“The right to vote is a cornerstone of American democracy but millions of eligible voters aren’t registered even in a normal year, and this year is obviously not normal,” said Jones Soda Interim CEO Jamie Colbourne. “Registration numbers are at historic lows because the pandemic has shut down many voter registration sites and live events. We created our Vote 2020 bottles to both inspire people to register and give them a way to do it without even putting down their drink. We hope to reach our core consumer set, Gen-Zers, who make up 10% of the eligible voting pool, and make a real impact on the voices that get heard on Election Day and beyond.”

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