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Annals of Marketing
Reclaiming Your Brand
Sunday, 4th July, 2010  - David Farmer

Conventional marketing involves the creation of a strong brand and the ownership of this may be contested with recent squabbles over vodka, Smirnov vs Smirnoff and beer, Budweiser. Here is an unusual example of forgotten relatives coming back to stake a claim on a brand - though one created by others. From the Telegraph U.K, 10th January;

"Evo Morales, Bolivia's first indigenous president and known for chewing coca leaves at UN meetings, has launched a drink featuring the leaf called 'Coca Colla'.

"Intended to rival its more famous US cousin the fizzy drink is at the centre of a plan coca growers from Chapare in central Bolivia submitted to the government last week to boost coca production. Farmers proposed the name Coca Colla in reference to people living in the Andean part of the country.

"Officials said the drink's packaging would feature a black swoosh and red label similar to the famous Coke insignia.

"Coca leaves have been cultivated in the Andes mountains for 3,000 years and are part of the culture and identity of the people there, according to Mr Morales, who has said some 10 million people in the Andes chew 'sacred' coca leaves."

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