Pakola: The dire need for a clear brand strategy
The Legacy of Pakola
For many Pakistanis, Pakola is more than just a soda—it’s a nostalgic taste of childhood and a cherished cultural tradition. Launched in 1950, Pakola’s vibrant green color and unique flavor—a creamy mix of vanilla and rose—has made it an iconic part of Pakistani life. For those like me, who grew up in Pakistan and still consume it from time to time, Pakola serves as a reminder of simpler days.
The Problem: Misaligned Diversification
Over the years, Pakola has attempted to broaden its portfolio to cater to diverse tastes. The introduction of flavored milk has become an accepted and familiar choice, aligning with Pakola’s essence as a provider of indulgent, flavored beverages. Similarly, the launch of Cola One (a Pepsi alternative) and Buzz Up (a 7Up alternative) allowed the company to diversify without diluting the core identity of Pakola (Green soda). These sub-brands effectively targeted specific markets while preserving the emotional and cultural connection tied to the flagship product - Pakola (Green soda).
However, recent moves raise concerns about Pakola’s brand strategy. The decision to market Pure Natural Milk under the Pakola brand is a puzzling deviation. Unlike flavored milk, pure milk is a fundamentally different product category, far removed from the vibrant, fun, and flavorful identity of Pakola (green soda). Similarly, the introduction of bottled water under the same brand conflicts with the indulgent image that defines Pakola. These ventures risk creating brand confusion and diluting the legacy of the iconic green soda.
Even more concerning is Pakola’s lack of innovation within its core soda line. Despite decades of brand establishment, the company has not introduced new flavors or variations under the Pakola umbrella. Instead, it is venturing into unrelated markets, missing an opportunity to strengthen its soda portfolio and enhance its flagship product’s appeal.
Key Recommendations for Pakola’s Growth
1. Create Distinct Sub-Brands for New Categories
Pakola (green soda) is the brand’s “golden goose”—a symbol of local pride and nostalgia. Its legacy must remain intact as the centerpiece of the company’s offerings. However, products that do not align with its core identity, such as pure milk and bottled water, should be introduced under distinct sub-brands with unique voices and personalities.
This approach, as exemplified by Coca-Cola’s Dasani, allows for diversification without diluting the core brand. By creating separate identities for unrelated products, Pakola can maintain the emotional connection consumers have with its flagship soda while targeting new markets.
2. Innovate Within the Soda Portfolio
Pakola should refocus its efforts on expanding its soda line. The company has not introduced new flavors or seasonal variations in recent years, missing an opportunity to engage both loyal customers and younger audiences. By adding new flavors, limited-edition launches, or even nostalgic reimaginations of its classic soda, Pakola can rekindle excitement around its core product.
3. Tap Into Emerging Trends
To capture the attention of younger consumers, Pakola must explore trending beverage categories such as energy drinks, sports drinks, or sparkling water. These segments are growing rapidly and hold significant potential for expansion. By leveraging its existing brand equity and combining it with modern trends, Pakola can position itself as a forward-thinking brand that caters to diverse preferences.
The Way Forward
By keeping Pakola (green soda) at the forefront of its portfolio and strategically building spin-off brands, Pakola can strike a balance between tradition and innovation. This approach would allow the company to diversify into new markets without compromising the trust, loyalty, and nostalgia that have been the foundation of its success.
Pakola’s legacy is a testament to the power of a strong brand identity, but preserving that identity requires thoughtful evolution. With a clear and focused brand strategy, the company can continue to resonate with consumers locally and globally while safeguarding the iconic status of its beloved green soda.
