Justin Jacoby Smith is an organizer, web geek, Buddhist, and poet.

loko like a fox

The jumbo neon-hued cans were flying off shelves not just in college towns, but in cities, suburbs and rural areas too. The company had a hard time keeping up with demand. As a result, marketing efforts fell by the wayside. In contrast to the multimedia ad campaigns bankrolled by major beer companies, Four Loko's promotions were largely limited to stickers on deli cases and posters on convenience store walls. “None of our posters featured actual people,” says Hunter, “because we didn’t want consumers to decide who liked the product.”

The founders of Four Loko finally open up to the press on their Sparks-fueled inception, legal hoop-jumping, and how they let customers create the brand.