Quick Bites – How challenger brands win
with Simon Waterfall, Chief Soda Maker
1. LOOK BACK IN JOY / THE POWER OF NOSTALGIA
Nostalgia does not always yield success but in the case of Soda Folk this proved to be a winning formula.
The combination of Root Beer and Cream Soda soft drinks not only conjured warm feelings and a longing for another time in their life for the older generation but also had strong connections for the younger audience to their own childhood memories.
However, nostalgia alone does not always resonate. A great product, coupled with strong emotional and rational benefits has led to the amazing success over the last 2 years even when most brands struggled.
2. PHILANTHROPY AS PART OF THE BRAND DNA
Soda Folk unlike other soft drinks brands uses their packaging real estate for good. Through working closely with communities, they identify and reward unsung heroes and additionally tell their stories, including their caricatures, on the cans. If your story does not make it on the can, you are still recognised as your story is published under a Hall of Fame on the website.
3. EXCITING FLAVOURS & BROAD APPEAL
All Soda Folk variants are bursting with exciting, wacky and nostalgic flavours that are not only comfortingly familiar but honest and true to their roots.
And what’s more, their soft drinks/sodas are gluten free, vegan friendly and free from artificial ingredients or sweeteners making them one of the few players on the market offering sodas that are just the “good” kind. So, whoever you are; young, old or in between, there is a Soda Folk soda just for you.
4. CUSTOMER IS KING
Involving the customers has allowed Soda Folk to introduce genuine nostalgic flavours. The launch of Jam Roly Poly, a social media campaign last January helped identify the “most favourite school dinner pudding” and in addition, finding the country’s favourite dinner lady or man. The winning flavour was strawberry jam and custard and the caricature of the dinner lady made it onto the label. The school day nostalgia is proving to be as we expected, a success.
WHAT DOES SUCCESS LOOK LIKE?
Having recognised and told the story of loads of unsung heroes and by telling those stories hopefully inspire many more people into doing good and continue to drive their philosophy of Good Drink, Good Folk and Good Deeds.
Go on to sodafolk.com and treat yourself to all the exciting flavours be it as a standalone, a mixer, pairing with Gin or as a float for kids.