Ice Tea found popularity among the people Karachi last year as I had noticed various imported Ice Tea cans being sold at the many leading stores throughout the city. I think TAPAL must also have noticed this new change, which is probably why they decided to launch their very own Ice Tea. Packed in a peachy colored tin and priced at Rs.30/-, this peach flavor Ice Tea is a refreshing addition to the popular TAPAL product line. They have been the leading brand here in Karachi for many years, almost 30 I suppose, and this new product which is for now only available at leading (selected) stores in Karachi and is sure to stir up some more excitement among the Chi freaked Karachiiets can really put them an other step ahead of all the leading brands in our city.
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From Brooke Bond Supreme to Tapal Danedar, and from Sunsilk to Pantene….the journey into brand wars and cut-throat competition has always been a fascinating one to dig-up and analyze. That trend, with changing times and advanced media tools, has become far more effective in present day context if used appropriately and wisely. This post examines the latest example of brand war in our city and across the nation (PSO-Shell) and a brief “dip your toes in the water” look at the highly-complex, perplexing and conservative advertising scene in Pakistan. And yeah, before you jump onto the “our consumers are illiterate, old-fashioned, conservative, blah blah” theory, just set it aside, read the post and chew over it. It is important to give our customers the respect they never got and to realize they do not have time for advertising. They have time for other things, and we will need to become a part of that ‘other thing’ in order to get through to them without appearing as detractors. Anyways, coming back to the whole brand war….it is important to realize that advertising is not a zero-sum game, healthy tit-for-tat ads are all good and even encouraged, but they need to be just that …”healthy”. PSO-Shell war going on in our city and across the nation is not the perfect example of it, but a great lesson to be learnt.
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