In today’s accelerated world of rapid wifi, smart phones, and social media, information spreads quicker than ever before. Breaking news is swept up, thrown out, and overshadowed before your next tweet. Controversy is eclipsed by more controversy and the gossip grapevine is on steroids. So when it comes to the business of goods and services, companies have to tread carefully. One everyday consumer could have the ears of thousands, one wrong step could mean a major collapse in sells or reputation. Monteith’s “Not From Concentrate” campaign not only understands this but comes up with a clever way of turning it upside down.