Lahore, Pakistan — Cola Next, the flagship beverage brand of Mezan Group, is enjoying unprecedented success as it capitalizes on the growing wave of support for local products. According to Alamgir Janjua, GM of Marketing at Mezan Group, the brand’s recent achievements mark the culmination of eight years of dedicated effort to build a strong presence in the Pakistani market.
When Cola Next launched in 2016, it faced significant skepticism and resistance from some quarters of the market. Janjua recalls a time when being a Pakistani brand seemed like a disadvantage, with a palpable sense of some rooting for its failure. “I believed in our product from the very first day I joined Mezan,” he says. “I had faith in our superior taste and knew it was just a matter of time before the Pakistani people would realize that too.”
The Mezan Beverages division, which also oversees well-known products like Mezan cooking oil, was created with the mission to offer a diverse range of high-quality, locally produced beverages. Cola Next’s portfolio now includes a variety of options such as Fizup Next, Rango Next, Lychee Next, Anaar Next, Dare Next, Green Soda Next, and Storm.
Janjua attributes Cola Next’s growing success to its strategy of targeting smaller markets before taking on larger competitors. By setting up their production plant in Lahore, Cola Next has been able to cater to surrounding smaller cities and gradually build a loyal customer base. This approach has enabled them to gain traction in cities like Multan and Gujranwala, while their state-of-the-art plant, powered by solar energy, helps keep costs low and production efficient.
The recent economic boycott of international brands, driven by the BDS movement, has further bolstered Cola Next’s position in the market. The brand’s name began to emerge as a preferred local alternative on social media and among consumers. This has led to a surge in demand, with Cola Next frequently selling out and struggling to keep up. “We are actively working to expand our production lines to meet the overwhelming demand,” Janjua reveals.
Cola Next has recently revamped its tagline from “Level Barha, Next Pe Aa” to “Kyun Ke Cola Next Hai Pakistani” to better align with the growing nationalistic sentiment. Their latest campaign features Hamza Ali Abbasi, a prominent figure known for his strong moral values and staunch Pakistani identity. Previous campaigns have included celebrities like Saba Qamar, Urwa Hocane, Humayun Saeed, Nargis Fakhri, and Esra Bilgiç.
The brand’s advertising strategy spans electronic media, social media, and outdoor advertising, ensuring that Cola Next remains top-of-mind for consumers across various platforms. Janjua is pleased to see a shift from proactively seeking restaurant partnerships to receiving numerous inquiries from establishments eager to stock Cola Next.
Looking ahead, Cola Next plans to expand its range of fruity flavors and explore the possibility of a zero-sugar cola variant. Janjua is optimistic about the future of the beverage industry in Pakistan, noting that the long-standing dominance of international cola giants is beginning to wane.
“The boycott has served as a springboard for encouraging Pakistanis to invest in local products and support home-grown brands,” Janjua observes. He emphasizes that maintaining quality, affordability, and effective marketing will be crucial for Pakistani brands to thrive in the long term. “Brands that aim for quick gains during the boycott will likely falter if they don’t focus on sustainability.”
As Cola Next continues to grow and adapt, it stands as a testament to the resilience and potential of local businesses in Pakistan’s evolving market landscape.
