Kik celebrates first year of transforming cola market

Monday, 5 December 2011 00:00 -     - {{hitsCtrl.values.hits}}

Ceylon Cold Stores Plc recently celebrated Kik Cola’s 1st anniversary in Sri Lanka, a key product that has contributed significantly to the Company’s overall success over the past one year.

In December 2010, Kik Cola was introduced to Sri Lankan consumers, and during the previous year Ceylon Cold Stores Plc  has led the carbonated soft drink industry in Sri Lanka with innovation and strong marketplace execution.

 “Kik Cola’s growth – and its recognition as a truly Lankan Brand is the result of a successive year of excellent managerial leadership, the dedication of employees, and the tireless efforts of dealers, partners and affiliates,” JKH Vice President and Cold Stores Plc Head of Beverages Chandima Perera said.

The drink, which was launched after much preparation, had gone through heavy research and development over a period of almost 2 years, and is said to have successfully passed all the market tests coming out on top in the beverage category.According to Perera, “It was encouraging that as anticipated, our Sri Lankan consumer identified ours as a superior drink in the category. Therefore we are ecstatic that our hard work, especially in terms of the unique recipe, has paid off amongst our discerning consumers. The response has been brilliant.”

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 local values.

“After just one year since launch, we are now proud to announce that KIK has been able to achieve a market share (volume) of 11.3% in the period December 2010 – September 2011 in the cola segment - which for us, as a new entrant, is a great achievement,” Perera averred.

Explaining their strategy behind this success he added that, “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.”

Emphasizing 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 recently acquired Effie award which was won as a result of the string of successful launch activities that were planned in view of the brand being introduced to the local market.

Here he explained that, “We took the best possible approach even in producing our communication campaign. The introduction of our new cola was a defining moment for the cola industry in Sri Lanka, and by introducing this new drink to Sri Lankan customers we were determined to show to our people that we are a force to be reckoned with,”  Perera added.

With a great start to the New Year, and posting impressive sales figures within just one year since its launch into the country, KIK Cola is ever more confident to throw a challenge at its multi-national competitors. 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,” Perera said, adding that in keeping with their brand persona, KIK has been associated with major events in Sri Lanka over the past one year – including the Foxhill races, Carlton Rugby 7 ‘s, and many other youth centric entertainment based events such as Art Walk and Hedkandi etc., in addition to being associated with the ever popular Naadro, appreciating local talent which the youth of our country follow.

Perera stated, “We recently hosted one of the best Kite Festivals and Musical shows to take place in Pasikuda which was a great success due to the massive turn out of people. Many more social events are planned to build that youth culture associated with our brand. We invite them to join this culture and experience the world of KIK. We look forward to continuing this race with the same vigor and determination.”