Evoca Cola
Encyclopedia
Evoca Cola is a cola
-flavoured carbonated soft drink
. It is produced by Evoca Enterprises Limited and is currently sold in the United Kingdom
, France
, and Algeria
.
and officially launched its flagship brand Evoca Cola in January 2004.
Evoca Cola was the first and still is the only cola in the world to contain black seed (Nigella sativa
) extract. After initial piloting in London, it was advertised on cable channels with its 'Power of Black Seed' and 'The Original Black Seed Cola' slogans. It relaunched its brand in June 2005 to challenge global soft drink manufacturers such as Coca Cola and Pepsi Cola with its own 'Evoca Taste Challenge'. Although Evoca Cola is very similar in taste to Coca Cola and Pepsi Cola, it differs in its composition by being made with natural mineral water
and of course with the addition of a special tasteless black seed extract.
Evoca Cola launched its new television advertising campaign airing on cable/sky channels. The adverts drew comparisons with Red Bull
animated adverts.
and Mecca Cola but retained a presence in the market with a consistent client base (an example being the fact that it is sold nationally in UK Asda stores).
Vendors of the cola have highlighted the presence of black seed
(حبه البركة Arabic), as black seed is well known in Islamic culture (amongst others), and there are recorded hadiths from the prophet Muhammad
which mention its qualities as being healing and beneficial (Sahih al-Bukhari
).
Despite the addition of black seed being a possible advantageous marketing angle, the product was not positioned or sold as an 'Islamic cola' due to its largely growing mainstream appeal as a result of its unique composition of 100% mineral water, it being made using only natural ingredients and its authentic cola taste.
The issue of 'Islamic colas' has been a controversial one, creating a great deal of media attention and publicity, and Evoca's competitors used this attention to create brand awareness. Evoca drinks thought that to label their company or products may create problems later on and possibly have adverse affects on the brands future.
Cola
Cola is a carbonated beverage that was typically flavored by the kola nut as well as vanilla and other flavorings, however, some colas are now flavored artificially. It became popular worldwide after druggist John Pemberton invented Coca-Cola in 1886...
-flavoured carbonated soft drink
Soft drink
A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent...
. It is produced by Evoca Enterprises Limited and is currently sold in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
, France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
, and Algeria
Algeria
Algeria , officially the People's Democratic Republic of Algeria , also formally referred to as the Democratic and Popular Republic of Algeria, is a country in the Maghreb region of Northwest Africa with Algiers as its capital.In terms of land area, it is the largest country in Africa and the Arab...
.
History
Evoca Enterprises Limited was established in May 2003 in the United KingdomUnited Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
and officially launched its flagship brand Evoca Cola in January 2004.
Evoca Cola was the first and still is the only cola in the world to contain black seed (Nigella sativa
Nigella sativa
Nigella sativa is an annual flowering plant, native to south and southwest Asia. It grows to tall, with finely divided, linear leaves. The flowers are delicate, and usually coloured pale blue and white, with five to ten petals. The fruit is a large and inflated capsule composed of three to seven...
) extract. After initial piloting in London, it was advertised on cable channels with its 'Power of Black Seed' and 'The Original Black Seed Cola' slogans. It relaunched its brand in June 2005 to challenge global soft drink manufacturers such as Coca Cola and Pepsi Cola with its own 'Evoca Taste Challenge'. Although Evoca Cola is very similar in taste to Coca Cola and Pepsi Cola, it differs in its composition by being made with natural mineral water
Mineral water
Mineral water is water containing minerals or other dissolved substances that alter its taste or give it therapeutic value, generally obtained from a naturally occurring mineral spring or source. Dissolved substances in the water may include various salts and sulfur compounds...
and of course with the addition of a special tasteless black seed extract.
Evoca Cola launched its new television advertising campaign airing on cable/sky channels. The adverts drew comparisons with Red Bull
Red Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
animated adverts.
Islamic Cola
In the UK Evoca Cola faced challenges from other brand competitors such as Qibla ColaQibla Cola
Qibla Cola a cola-flavored carbonated beverage is the flagship product of the Qibla Cola Company, based in Derby, England. The company differentiated itself and its products from its rivals by making an ethical stance in all its operations including giving 10% of its profits to worthy charitable...
and Mecca Cola but retained a presence in the market with a consistent client base (an example being the fact that it is sold nationally in UK Asda stores).
Vendors of the cola have highlighted the presence of black seed
Nigella sativa
Nigella sativa is an annual flowering plant, native to south and southwest Asia. It grows to tall, with finely divided, linear leaves. The flowers are delicate, and usually coloured pale blue and white, with five to ten petals. The fruit is a large and inflated capsule composed of three to seven...
(حبه البركة Arabic), as black seed is well known in Islamic culture (amongst others), and there are recorded hadiths from the prophet Muhammad
Muhammad
Muhammad |ligature]] at U+FDF4 ;Arabic pronunciation varies regionally; the first vowel ranges from ~~; the second and the last vowel: ~~~. There are dialects which have no stress. In Egypt, it is pronounced not in religious contexts...
which mention its qualities as being healing and beneficial (Sahih al-Bukhari
Sahih al-Bukhari
Ṣaḥīḥ al-Bukhārī , as it is commonly referred to, is one of the six canonical hadith collections of Islam. These prophetic traditions, or hadith, were collected by the Persian Muslim scholar Muhammad ibn Ismail al-Bukhari, after being transmitted orally for generations. Muslims view this as one of...
).
Despite the addition of black seed being a possible advantageous marketing angle, the product was not positioned or sold as an 'Islamic cola' due to its largely growing mainstream appeal as a result of its unique composition of 100% mineral water, it being made using only natural ingredients and its authentic cola taste.
The issue of 'Islamic colas' has been a controversial one, creating a great deal of media attention and publicity, and Evoca's competitors used this attention to create brand awareness. Evoca drinks thought that to label their company or products may create problems later on and possibly have adverse affects on the brands future.