#CaseStudy: How Parle leveraged a tweet to bring back the 90s rager – Rol-a-Cola

#BringBackRolaCola
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Category Introduction

Rolls segment is estimated to be a 7000T segment, with Parle Products having a market share of almost 50% and currently operating with popular brands such as Mazelo Poppins.

Brand Introduction

Rola Cola has an interesting history. It was launched during the time when the cola beverage drinks were creating waves in India. Inspired by this trend, Parle launched Rola Cola in a roll format for the consumers. Rola Cola was an instant hit and loved by consumers across all age groups. Its low price point (INR 02) was another advantage. In fact, consumers loved it so much that they would mix it with soda and water and make their own cola drink at a low cost.

Summary

On Feb 14, 2019, a Twitter user Siddharth Sai G tweeted about his wish to bring back Parle’s Rola Cola candy and shortly after, it received an encouraging response from other Twitter users.  The brand challenged him to get 10k retweets featuring #BringBackRolaCola to make his wish come true. Since then, all the Rola Cola fans across the globe were re-tweeting and creating a massive movement online. This movement has resulted in re-launch of Rola Cola candy.

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Problem Statement/Objective

Social Media Content Calendar 2019
#BringBackRolaCola is solely a consumer-led campaign and Parle Products had limited role to play here. The brand, however, did amplify this campaign with a few social media posts asking consumers to re-tweet #BringBackRolaCola and support Siddharth’s campaign.

Creative Idea – In the past, Parle Products has received many requests to bring back Rola Cola by post and emails. The digital team realized that this request had turned into a massive movement.

Challenges – Since it was a consumer-led campaign, more than a challenge, it was an enriching experience to see the love for Parle Rola Cola among the audience. It was overwhelming to be a part of a movement that enabled Parle to provide its consumers with a product that they love and cherish.

Execution – To help Siddharth Sai G promote this movement, Parle posted countdown creatives with a hammer banging and Rol-a-Cola candy going up to a milestone number. This was done when the movement had reached half way to 5000 retweets and then when it crossed 9000 retweets. Parle’s Digital team tracked consumer conversations.

-Social Media: Countdown posts on Twitter and Facebook.  

-Digital – Parle did not promote on digital as it is a consumer led movement.

Results

The Rol-a-Cola received 10.1k retweets in less than a month.

CMO Quotes

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. – Krishna Rao, Senior Category Head, Parle Products


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