The Christmas bells are starting to ring and there is…
By Bashar AbdulWaheed Kolapo
Coca Cola is the third most valuable brand with an estimated worth of $79bn – an amount required to generate at least 70, 000 megawatts of electricity to light up Naija, pata pata. The local and global market leader has seen generations come and go, it is arguably the most popular brand name across continents.
The cola giant survives and thrives on threats from competition and other concerns, in one respect, the cola wars with Pepsi, is the stuff of legends. Even a radically minded Richard Branson couldn’t outsmart and outdo the duo of Coke and Pepsi when it first launched virgin cola in grand style. For starters, the cola wars is an interesting case study of subtleties and grit, the rivalry is akin to the rivalry between two wives competing for the same level of attention.
This one that people are yelling blue murder is just startling,. I for one expect the cola brand to invest more money, time, and energy to restore consumer and market confidence that its own brand of sugared water is good for you… My coke addiction begs for divine intervention.
The sheer number of carbonated and beverage drinks competing for share of wallet, coke emerging tops for decades, is an attestation to the unique territory it occupies in the minds of the consuming population. The sensation derived from a gulp of ice-cold Coke, fanta, or sprite on a sunny day is an attempt at balancing a quadratic equation.
That NAFDC, the social apparatus of the government, is a co-defendant in the law suit is the peppered insult upon injury. To be fair, NAFDC is even trying these days, if the regulatory body is not pursuing small fries for standardization and compliance to best practices, occasionally it parades itself as a strategic partner to erring established brands; the Consumer Protection Council of Nigeria, I don’t know if its area of policing covers this, should also be reprimanded for dereliction of national duty, is that one a good protectionist agent?
Nurses in private and public hospitals, someone rightly pointed, have formed the habit of encouraging sick patients to see soft drinks as good substitute for eating good food before taking medication. The elephant in the room which everyone sees but no one talks about is obviously an influencer.
The economic power of coca cola, while grotesque to some, cannot be undone by a mere court ruling of a feeble justice sector, only drastic fall in demand can… and don’t see that happening anytime soon.
Now I need a bottle of Coke!
Bashar is a student of life.