Pakola

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Pakola
Pakola portfolio.png
TypeCola
Country of originPakistan
Introduced14 August 1950; 68 years ago (14 August 1950)[1]
ColourGreen
FlavourIce-cream Soda
VariantsPakola Fresh Lime

Pakola Orange
Pakola Raspberry
Pakola Ice-cream Soda
Pakola Lychee

Pakola Pomegranate

Pakola, derived from Pakistan-Cola, is a line of flavored carbonated soft drinks from Pakistan.

Origin[edit]

Pakola was the creation of seven brothers from the Teli Family of Surat who migrated to Pakistan in 1947. The idea of Pakola came from its founder Haji Ali Mohammad, who dreamed of developing a drink that portrayed the true reflection and taste of Pakistan. In order to pursue his dream, Haji Ali Mohammad opened a small factory with only two machines at Lawrence Road in Karachi with Pakola Ice-cream Soda being the initial product.

The drink was launched at Pakistan Air Force Base on the day of Pakistan's Independence, 14 August 1950, in the presence of the 1st Prime Minister of Pakistan, Liaquat Ali Khan. Since then, Pakola has made an enduring association between itself as a brand and the country.

Later when Pakistan Beverages (PB) came into existence at SITE Karachi, the brand Pakola was produced there. In 1979 when Pakistan Beverages was announced as a production facility for PEPSI, Mehran Bottlers (Pvt.) Limited came into existence and continued to produce the drink along with other products like Apple Sidra and Bubble Up.

Mehran Bottlers (Pvt.) Limited was managed by his nephews late Zafar Habib and Arif Habib. In 2004, Mehran Bottlers and Pakistan Beverages started manufacturing cans in Pakistan.

Later, in 2004, Zeeshan Z. Habib took charge as the chief executive officer of Mehran Bottlers. He joined the family business soon after he graduated from The Manchester Metropolitan University. Mehran Bottlers is now among the few companies that are certified HALAL, HACCP, ISO and by the FDA. Owning to his leadership, Pakola is one of the most successful brands in Pakistan. Pakola aimed to connect Pakistani hearts and minds with the national spirit, using the slogan "Dil Bola Pakola". In 2007, with the exception of Karachi, the Teli family gave the franchise rights of Pakola to the Leghari family who previously owned Pepsi Sukkur. The Leghari family has the right to sell Pakola nationally with the exception of Karachi, while all exports are done from the Karachi plant.

Pakola is one of the benchmark brands directly associated with the image of Pakistan. As per its slogan "Dil Bola Pakola," Pakola is associated with Pakistani nationalism.

Since the company's founding, many beverages have been introduced in the local as well as the international market, but none have overtaken the original Pakola drink. For many who grew up in the 1980s and 90s, Pakola evokes intense nostalgia whenever they see the brand.

Brand Portfolio[edit]

Several of the variants that have been introduced by Pakola:

  • Pakola Ice Cream Soda {14 Aug 1950}
  • Pakola Orange {1985}
  • Pakola Raspberry {1985}
  • Pakola Lychee {1991}
  • Pakola Fresh Lime {2006}
  • Pakola Water {2015}
  • Pakola Pomegranate {2016}

Ingredients[edit]

Pakola is made with carbonated water, sugar, citric acid, Cream Soda Artificial Flavor, Color: FD&C Bleu No 1 (E 133), FD&C Yellow No.5 (E 102), and Sodium Benzoate. A typical can of Pakola (8.5 fl ounces/250 ml) has 33 g of sugar, 15 mg of sodium, 0 g of cholesterol, 0 g fat, 0 g of protein, and 130 calories.

Production[edit]

Pakola is currently produced by two companies, Mehran Bottlers Limited and Gul Bottlers.

Distribution[edit]

Pakola is now available in America, Africa, Australia, Canada, Middle East, New Zealand and the United Kingdom. It the only carbonated beverage manufactured in Pakistan that is exported globally.

Glass Bottles[edit]

Due to the introduction of the capacity tax in 2013, Pakola discontinued the production and distribution of all glass-bottled products. The tax was levied on the overall production and distribution of the machinery instead of output, which was detrimental for companies with lower productions or smaller markets. After the collapse of this system, Mehran Bottlers quickly set up their PET lines to grasp the market once again.

Events[edit]

  • Gulf Food Festival: One of the largest food, beverage and hospitality fairs. The event attracts food and beverage industries and professionals to Dubai from all over the world.
  • Pakistan Single Country Exhibition in New Dehli: Pakola was a big hit among Indian consumers.
  • Saudi Agro Expo in Riyadh
  • Shan-e-Pakistan in India

Campaigns & Advertising[edit]

To appeal the younger audience in terms of message and appearance, Pakola has revamped itself through different campaigns in recent years.

  • Pakistan’s 70th Indepence Day (2017-Limited Edition):

By launching its Limited Edition Azaadi cans in 2017, Pakola celebrated freedom and joy with Pakistan. The cans paid tribute to Quaid-e-Azam Mohd Ali Jinnah, also showcasing the flag of Pakistan and incorporating a truck art peacock motif on the cans, emphasizing the brand as being a drink of Pakistan. These cans had their own attraction and uniqueness defined amongst consumers, which created a buzz throughout social media including the hashtags #PakolaAurPakistan and #70thBirthday.

  • Celebrating Pakistani Culture (2018-Limited Edition):

In 2018, Pakola launched Limited Edition cans to celebrate Pakistani Culture. These cans depicted passion, craze, patriotism and love for Pakistan. Each can depicted stories exhibiting the message of peace and harmony, beautifully portraying the Pakistani culture through truck art, sharing the love for folk music, displaying favourite sports, and honoring Pakistan's armed forces.

  • From Retro to Contemporary (TVC):

A TVC was conceptualized on the theme from Retro to Contemporary. It aimed to take viewers through a nostalgic journey from their early days to the present, to invoke nostalgic feelings, while showing that the quality and fondness of Pakola has still remained the same.

See Also[edit]

References[edit]

  1. ^ 'Cult Pakistan: Part 1', Dawn (Pakistan), Published 30 June 2011. Retrieved 30 March 2017

External links[edit]