In 2003, Kofola – a pan-European complete beverage company with a drinks portfolio that includes leading local and international brands – began its partnership with RC Cola International.
By partnering with RC Cola International, the Czech Republic-based beverage company was able to penetrate the attractive but highly competitive foodservice market segment in both the Czech Republic and Slovakia.
Together, the two companies created Royal Crown Cola, a new premium craft cola with branding that capitalises on RC Cola brand’s history and legacy of almost 115 years. In the Czech Republic alone, Royal Crown’s sales grew 200% and by 290% in the Slovak region since the introduction of the product at the end of 2017.
Approaching the popular trend of premium craft beverages head-on, Royal Crown was marketed as an elite craft cola with a signature recipe made with real cane sugar.
Royal Crown paid homage to the history of RC Cola International by prominently displaying pharmacist Claud A. Hatcher, creator of the southern cola known for its rich, full flavour. Packaged in a distinctive amber-coloured bottle, Royal Crown Cola was served in a branded glass on a wooden tray symbolizing an era of authenticity in a culture of fine service.
This new positioning and re-branding took Royal Crown a step above the standard choices – and by adding Royal Crown Slim with stevia, made the brand a more attractive choice for consumers satisfying their need to be both authentic and calorie conscious at the same time.
As a result of this repositioning, Kofola’s overall yearly revenue increased by 122% in the Czech Republic and by 300% in Slovakia, when comapred to the previous year.
Lucia Tarbajovská, marketing manager at Kofola said: “As our beverage market began to change, our consumers were demanding something different, more sophisticated.
“We found the RC Cola team open and eager to collaborate in developing innovative concepts; this is very unusual as the traditional corporate environment is usually very strict in terms of brand guidelines.
“Our trusting and open relationship with the team gave us the freedom to venture into new business ideas.”
RC Cola International provides a strong foundation for its partners. It is no secret that branding is pivotal in the beverage industry and can be the making, or breaking of a product.
With RC Cola International, distributors have the opportunity to take an already proven and successful brand to add to their portfolio. In the case of Kofola, the outcome of their Royal Crown launch and initial campaigns completely surpassed expectations.
The success of this launch, and the continually improving brand awareness and sales, proves that Royal Crown Cola is a ready for (a) wider geographical distribution and (b) further product varieties.
To find more, please visit RC Cola International at SIAL Paris, booth number: 5C G 064
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© FoodBev Media Ltd 2018
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