KIK Cola records impressive early growth

Late last year, Elephant House – one of Sri Lanka’s most respected iconic indigenous soft-drink manufacturers – threw a fresh challenge at the cola market with the launch of its own new cola, the much anticipated, Lankan spirited ‘KIK Cola’.

The drink, which was launched after much preparation, had gone through heavy research and development and is said to have successfully passed all the market tests.

Jit Gunaratne, President, Consumer Foods of JKH, said: “It was encouraging that as anticipated, our Sri Lankan consumer identified ours as a superior drink in the category. The response has been brilliant.”

The new cola, which hit stores from 4 December onwards, is available in both buddy (200/300ml glass bottles) and pet (500/1500ml) bottles and it is competitively priced, he said, adding that the unique glass bottle design alone has added a brand new experience in the world of cola.

Proof to which are the overwhelming comments received from the consumers themselves – who have accepted the drink as a product that is ‘right’ not just in terms of taste and quality, but also as a strongly differentiated brand with high appeal to the youth of our country – one which further strengthens its positioning as a blend of international class with deeply rooted local values.

“We are now proud to announce sales of over one million litres within a few weeks – from our launch on 4 December 2010 up until 31 December 2010 alone,” said Gunaratne at a press conference held yesterday.

Explaining their strategy behind this success, Chandima Perera, Head of Beverages of EH said: “We have brought in a fresh perspective to the world of branding with what one would call an amazing approach to communications – an attempt which has helped the youth embrace the brand and make it one they own.”

Emphasising on what the youth call ‘freedom of choice’ to select their own brand of cola – which prior to the launch of KIK was limited to one or two choices at most in Sri Lanka, Perera went on to showcase the range of pre launch, launch and post launch activities that were planned in view of the brand being introduced to the local market.

“We have taken the best possible approach even in producing our communication campaign, which has been possibly one of the biggest productions that Sri Lanka has seen thus far – a world class television commercial – including over 800 artistes and highly acclaimed creative and production support.”

For what they considered a well planned 360 degree communications campaign, the public over the past month have been spectators to over 120 innovative hoardings and eye-catching shop branding, which clearly emphasises their presence in the market.

“And with a distribution network of over 90,000 outlets which cover almost every inch of this island, we are confident that KIK Cola will be available for our consumers at every possible consumption opportunity that one can think of. We are pleased with the response we have received from the field staff and retailers – who are enthusiastic to be associated with such a project to compete in market which was earlier dominated by multinational brands,” he said, adding that almost all top-end five-star hotels in the country are now backing the local product and using it as a poring brand in the premises, along with many other resorts and hotels, social clubs and pubs located island-wide.

The KIK Cola team also hosted what was termed to be ‘the biggest night-club experience ever’ on 14 January at the SLECC. “The introduction of our new cola is a defining moment for the cola industry in Sri Lanka, and by introducing this new drink to Sri Lankan customers we are determined to show to our people that we are a force to be reckoned with,” stated the ever-confident President.

With a great start to the New Year, and posting impressive sales figures within just one month since its launch into the country, KIK Cola is now expected to throw a fresh challenge at its multi-national competitor – surpassing the giant to become a considerably large player in the local cola category.

It is believed that the brand name ‘KIK Cola’ is a bold statement made by the Sri Lankan youth as it has surpassed all tests and nonetheless surfaced as a brand that is deeply rooted in Sri Lankan values yet contemporary with a global appeal.

“KIK is a brand name selected by the youth of Sri Lanka out of many other options put before them, and we believe that it is their aspiration to be ‘Lankan to the Last Drop,’” he said. “Many more social events are planned to build that youth culture associated with our brand and we invite them to join this culture and experience the world of KIK. We look forward to continuing this race with the same vigour and determination.”