With its Mountain Dew Call of Duty: Modern Warfare 3 Double XP promotion now concluded, the drink maker has kicked off another videogame promotion with its Brisk Iced Tea.
The pioneer in bringing peace of mind to family or neighbours is Zojirushi, Japan's biggest maker of rice cookers and electric kettles, which in Japan keep water hot all day for tea or miso soup.
Sudhir Trehan, who runs Crompton Greaves, Avantha's electrical equipment-maker, jokes that when he joined as a trainee in 1972, the management would not drink tea unless it were served with white gloves from a silver pot.