Sunday, March 05, 2006

Extending the Brand :: The New Persuasion

What heartens me is that so many different companies in different realms are trying to imagine new uses and new audiences for products - I think that's creative thinking. I would say outside the box thinking, but there is no box.
An example of what the New Persuasion is talking about is Mecca Cola:
The new drink, Mecca Power, contains only halal ingredients, and is the latest addition to Mecca Cola’s rapidly expanding portfolio. “We are launching this specially here because it is the first halal energy drink in the market...."

Mecca Power’s launch comes just three months after Mecca Coffee appeared on the market, and is part of a strategy to develop a comprehensive portfolio of products.
. . .
There are also plans for a chain of coffee shops, according to Mathlouthi.
. . .
“The first coffee shop will be in healthcare city where we have got a place that will be ready around June. The second will be in Ibn Battuta Mall. We are preparing others in Abu Dhabi, Sharjah and Al Ain. Before September we will open our first Mecca Burger. It’s a very quick development. In these three years, we have developed this range of products.”
. . .
Mecca Cola is also expanding is also planning to launch its products in Latin America. “We are starting in Mexico,” Mathlouthi said. “We have a contract for 500 million litres for next year, which will be our main market and there are no Muslims in Mexico. I’m going to Venezuala next week where people are inviting us to start selling our Mecca Cola...."
Cola, power drink, coffee, burgers. If flattery is the sincerest form of flattery the West must be very flattered and Mecca Brands must be very sincere.

All very interesting, but I have to confess that the reason for this post is that I wanted to use "New Persuasion" and "Mecca Colas" together in a sentence. Revealing that Chavez is willing to buy putated "liberation from US and corporate domination" for an alliance for Mecca Cola. Not that there's anything wrong with Mecca Cola per se. I wonder if there will be a Mecca Burger in healthcare city - may be they cancel each other out. Or, thinking like an economist, maybe Healthcare City will invite Mecca Burger to locate there to drive up demand for healthcare.



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