Mad Over Donuts
How do you rekindle the love of a nation for a simple cola flavoured candy?
WHAT DID THE BRAND NEED HELP WITH?
Parle’s Rola Cola was a much loved candy from our childhood that was no longer in circulation. On Twitter, a loyal fan asked us what he would need to do for the brand to bring the candy back into circulation.
We set out an attainable task. If he garnered enough love for the candy online, we’d get Parle to re-launch Rola Cola.
WHERE DID WE SOW THE SEEDS OF SMART DESIGN?
We asked our loyal fan to gather 10,000 re-tweets in order to bring back the candy. The number was carefully selected, as it was attainable, but yet slightly out of reach. It would take a few months to reach this digital milestone (re-Tweets) and in that time Parle could get production started.
Most of all, consumers now felt they had a say in this candy being available – they had a sense of ownership in the process of reviving it.
HOW DID WE GET OUR HANDS DIRTY?
It was not about reaching the number, but about the journey. We pushed consumers along, enticing them to keep the excitement alive. The feeling of almost reaching that number.
Our campaign was focused on showing consumers how close they were to making it happen – bringing back their beloved candy! Their hard work was paying off.
HAS THE BRAND MOVED ANY MOUNTAINS?
The product is out in the market, it’s selling very well, and consumers feel like it’s their own candy. The transition from nostalgia to a new (updated) Rola Cola has allowed us to be relevant to the newer, younger consumers as well.
WHAT WERE THE THINGS WE DID FOR LOVE?
This campaign was built on love. The love for this candy, and the love for our childhood. For quite a few fans that showed us love online, Parle sent them a Rola Cola care package as a thank you.
The person who tweeted first was the first to get his hand on the updated Rola Cola.