Parle Products, India’s leading biscuits and confectionery manufacturer, has announced the relaunch of its most popular confectionery product Rol.a.Cola on the back of popular demand led by a ‘social media buzz earlier this year’.
The hard-boiled candy with a Cola flavor was discontinued by Parle in 2006. After an initial tweet from a social media user requesting Parle to bring back his favorite candy, Parle Products sought 10,000 retweets to bring back Rol.a.Cola - in response, a consumer driven #BringRolaColaBack campaign went viral and secured more than 711k impressions on Twitter.
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 an impressive five million digital footprints.
Thirteen years on, 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.
Speaking on the launch, Krishnarao S Buddha, senior category head, marketing at Parle Products said: “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 honor 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.”