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ABR 2025 26(Entrepreneurial)printed 36 · PDF 46
102 pagesrevision 50940
printed 36 · PDF 46
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Next capitalized on the moment with a
complete rebrand, such as the strong
slogan:
"Kyun
ke
Cola
Next
hai
Pakistani." among Pakistanis. The brand
also hired actor Hamza Ali Abbasi to be
the face of its campaign, cementing its
patriotic appeal. One of the fans on X
captured it all perfectly: "Cola Next
tastes like victory. No Zionist baggage.
Just fizz, faith, and Pakistan." Because of
this, Cola Next's market share went from
a mere 2.5% to 12%, and its visibility went
through the roof in restaurants and
supermarkets throughout the nation.
The All Pakistan Restaurant Association
even confirmed that local drinks, led by
Cola Next, had replaced foreign sodas
in over 90% of outlets by mid-2024,
cementing its rise as Pakistan’s new
favorite cola.
Closing Words:
Other brands also benefitted from this,
e.g,
Johnny
Jugnu's,
Hemani,
and
Pakola. This phenomenon is not merely
limited
to
Pakistan.
Turkiye/Egypt's
Carrefour, Saudia Arabia's Al Baik, and
Middle East's Qibla Cola all benefited
greatly from their American Competitors
losing due to the boycott. Though
perhaps the cause of the boycott wasn't
the enhancement of local brands, no
doubt it was an efficient byproduct of
the cause. Therefore, it can be said that
the
boycott
served
a
number
of
advantages, such as the uplifting of
local brands and providing Pakistanis
with an even stronger sense of national
identity.
36
Enterprise Edition