By: Hiba Moeen
When the nation gets a chance to show it’s patriotism for the country, it finds ways to do it through various means and when everything in the world begins with an ‘O’ it’s a known fact that it’s Engro foods.
For a company that has been growing at the speed of the competitor’s desired light, it has been putting in utmost efforts to maintain it’s edge be it through new product launch or BTL activities.
Olfrute has launched it’s green cocktail on this very day, March 23, 2011 that adds to the celebrating touch of Pakistan Resolution Day and the already thrilling cricket match between Pakistan and West Indies. And guess what? Catches seem to be generating an appealing touch today at times without any reason at all.
With social media platforms and everything going viral real time, some of the most interesting tweets cannot be forgotten which read as follows:
· Boyzes are on overdrive! They forgot it’s not the T20 world cup
· Akmal is also the team's cheerleader , gimme a O gimme a U gimme a T....outzeh #pakistan #wc2011 (Maverika)
· Now that ball is coming in hands of Akmal, he appeals on every catch :P (Kryptec)
So far it seems to be a great day for the launch of a new and green variant on a bright green day for Olfrute which has also announced that it would give away free ipods for the next five days provided you post a witty and catchy green message. Their Facebook fan page seems to be generating quite a handsome level of engagement and interaction:
Though, it is a commonly practiced way to communicate through giving a reason to the consumer’s personal space to engage with the brand, any brand that starts off with incentivizing it’s audience takes a risk of losing them later on when the scheme ends that’s why we have the concept of brand evangelists through brand building activities, Omore’s BTL activities are an example and perhaps Olfrute can follow the same pathway. For the time being the brand can enjoy the right selection of the day for it’s new product line launch, the Green Olfrute Cocktail Drink!
About the Author: Hiba Moeen is an MBA student at SZABIST where her field of expertise is Marketing. She is a freelance research and fiction writer. Other than Marketing Maniacs she also writes for www.pakmediablog.net and www.hibamoeen.blogspot.com.