Read this case study to know how Parle leveraged a tweet to bring back a product – Rol-a-cola, which was a 90s rager.
Sneak Peak:
Brand: Parle
Industry: Food & Beverage
Tools Employed: Twitter Marketing
Outcome: 10.1k retweets in less than a month
Business Type: B2C
The Brand
Rola Cola was launched during a time when people in India had a craze for cola beverage drinks. Having observed this rage, Parle launched Rola Cola – the cola flavor in a roll format for the consumers. The product was a big hit and was cherished by consumers of all age groups. In fact, consumers liked it so much that they started making their own cost-effective cola drink by mixing Rola-Cola with Soda and water. One of the main advantages was its low price (INR2)
The Story
On the 14th of February this year, a Twitter user Siddharth Sai G by fluke tweeted about his wish to launch Parle’s Rola Cola candy again and within a very short span of time the tweet started receiving encouraging responses by other Twitter users. This is what made Parle to challenge Siddharth to get 10k retweets with #BringBackRolaCola on Twitter if he wants his wish to come true. After the announcement made by the brand, Rola-Cola fans from across the globe started re-tweeting featuring #BringBackRolaCola and created a colossal movement online that eventually resulted in relaunch of the product.
The Goal – Amplifying the campaign #BringBackRolaCola
Mainly a consumer-led campaign #BringBackRolaCola didn’t require Parle to play much role in intensifying the campaign. Still, brand did its best in amplifying the campaign by tweeting and asking the consumers for re-tweeting #BringBackRolaCola and prop up Siddharth’s campaign.
The brand wanted to see the 90s rage back again among the audience and their love for Parle Rola-Cola in order to bring back the product that consumers loved and cherished so much.
The Approach – Promoting the movement by posting creatives
To amplify the campaign #BringBackRolaCola instigated by Siddharth Sai G, Parle endorsed the movement by posting countdown creatives that included a hammer banging and Rol-a-Cola candy going up to a milestone number. They however did this when the movement already had reached half way to 5000 retweets. They repeated it again when the campaign crossed 9000 retweets. While this went on, the digital team @Parle monitored the consumer conversations.
-Social Media: Countdown posts on Twitter and Facebook.
– Other Digital Platforms – Parle need not required to endorse the campaign on other digital platforms as it was a consumer led movement.
The Outcome
The campaign #BringBackRolaCola received 10.1k retweets in less than a month making the wish come true for Siddharth Sai G – relaunch of Rola-Cola..
Words by Krishna Rao, Senior Category Head, Parle Products
“At Parle, innovation has always been at the core of conceptualizing and manufacturing products, some of which have grown into iconic brands within their category. Rola Cola is one such example. We are delighted by the love and adulation that we received through #BringBackRolaCola campaign and have already begun preparations to relaunch Rola Cola in India. We are hoping it is loved by the audience across all age groups.”