Adil Najam
This year marks the 60th anniversary of Pakola.
If you are not Pakistani you are asking ‘What is Pakola?’ If you are you probably know that it is Pakistan’s first branded bottled soft drink, and one that has been a remarkably resilient brand. Well, the fact that it is celebrating its 60th birthday proves just how resilient.
Reportedly, it was launched on August 14, 1950 by Haji Ali Mohammad and was for ages the Pakistan’s ice cream soda of choice. Over the years, it has grown in its range to now also include orange and lyechee flavors. Reportedly it now also has a Pakola milk range. Its packaging has become more colorful and varied and now includes boxed drinks and canned drinks in addition to its traditional dark green bottle. Distributed by Mehran Bottlers, it has clearly been a success story and an unlikely one given the power of international brands like Coke and Pepsi in Pakistan. Of course, it is not the only Paksiatni soft drinks brand – Shehzan is another iconic one – but it is a distinctively Pakistani brand; hence this post.
Let me confess that I have never been a great fan of Pakola. Rooh Afza was always more of my thing! Pakola’s taste was always too sweet and strong for me. But I have always been fascinated by the brand, by its resilience, and of course by its name. The “Pak” in Pakola is very much for Pakistan.
So, for once I was glad to receive a piece of marketing junk mail in my in box announcing that Pakola was turning 60. If you have a can or bottle handy, raise your Pakola to Pakola. For a brand well done!
Pakola is the drink of choice for millions in SWAT, Manshera, S. Wazistan, N. Waziristan and most of the tribal areas besides Pakistan’s urban centres. Pakola is going to a real challenger globally to Coke and Pepsi. Inshallah, we will be Cola kings very soon. Just wait and see how a Pakistan brand will become a global brand. My friend Usman Ali is planning to launch Islamocola very soon. It will be launched in Lahore and Karachi as test markets. It will appeal to the Islamic values in Pakistanis and connect with them at an Islamic level and establish itself as the cola of choice of all Muslims. Ahmadis are welcome too. You can be Shia or Sunni, if you drink a fizzy liquid, we want you.
Only few brands survive tough competition from international companies and more importantly Pakistanis general mentality of preferring foreign stuff over local. Pakola definitely deserves appreciations and if what Nihari said is true then whole Igloo group is to be commended.
Yeah, The topic has refreshed me just as the drink does. I am Proud of Pakola !
I’m a proud Pakola fan since childhood!! :-]
I am a Pakistani living in Pakistan and I have never sipped Pakola. Should my qaumi shanakhti card be rescinded? :P