Mumbai: Parle Products, India’s leading biscuits and confectionery manufacturer, today announced the relaunch of its most popular confectionery product Rol.a.Cola on the back of popular demand led by the social media buzz earlier this year.
Rol.a.Cola will not only make its way back into Parle’s other iconic product line-up but also mark one of the biggest brands moves in Indian FMCG in the recent past.
Rol.a.Cola, the hard-boiled candy with the Cola flavour is a rolled format which was discontinued by Parle in 2006. 13 years hence in February 2019, after a social media user tweeted requesting Parle to bring back his favourite cola candy, Parle Products sought 10,000 retweets to bring back Rol.a.Cola. In response, consumer-driven #BringRolaColaBack campaign went viral and secured more than 711k impressions on Twitter. Soon, Parle Products initiated the #RolaColaIsComingBack campaign to assure the consumers that their wish was granted. This is the first time in India that a product was making a comeback because of a digital movement run completely organically by users. The entire campaign on social media garnered a whopping 5M digital footprints.
Speaking on the launch, Krishnarao S Buddha, Sr. Category Head – Marketing at Parle Products commented, “While a tweet created a disruption in the market for a comeback of the iconic Rol.a.Cola candy, we connected with the emotions to honour consumers demand. Earlier, consumers had no platform in which they could voice their opinions and concerns. Now, they can simply reach out to a brand they like and let them know what they think. Today, each user is an influencer who played an essential role in our marketing efforts. The love received by people led us to accelerate the manufacturing of the candy and we are extremely thrilled to give back the Rol.a.Cola to our consumers.”
He further added that, “Our classic Rol.a.Cola candies were made to be shared with others. By maintaining its rolled candy format, we hope that adults as well as kids are inspired to share a candy and make new connections with people.”
With a modernized packaging and fresh approach to connect with consumers, Parle has assured consumers that the candy will retain its original taste and will be priced at INR 5 for same roll candy format. For the modern trade channel, Parle is looking to launch a bigger multiple pack offering priced at INR 20 a unit.