When Peter van Stolk, CEO of Urban Juice & Soda, in Vancouver, B.C., attended a major beverage trade show in 1996, he knew his $2.6 million company--the maker of Jones Soda--needed to draw attendees to its booth. So van Stolk paid temps to stand at the airport gates, holding up signs with the names of famous people on them ("Mel Gibson, Jones Soda, Booth 104"). He also hired people to give away Jones cigars at hotel bars and place Jones stickers in the bathrooms of popular nightspots.