Qibla adds to its ‘anti-Western’ drinks range

The Qibla Cola Company, the cola company launched this year to target the Muslim community, is launching a range of new soft drink products that will be supported by a &£1.5m advertising campaign.

The company is working with London-based agency Spirit Advertising to devise a campaign using ethnic satellite, cable, radio and press channels. The products will be aimed at those who do not want to drink American brands such as Pepsi or Coca-Cola.

The launches will include Qibla-5, a lemon-lime carbonate; Qibla Fantasy, a carbonate available in orange or mango flavours; and Qibla Spring water. The products will initially be available in 500ml and two-litre plastic bottles.

Qibla Cola, launched in February, will also be made available in 330ml cans. It is currently packaged in 500ml and two-litre bottles.

Marketing manager Abdul-Hamid Ebrahim says: “The Qibla brand offers a real alternative for people concerned by the practices of the major Western multinationals that support unjust causes and support the American administration.”

Qibla Cola launched with an advertising campaign, created in-house using the strapline: “Liberate Your Taste”.

Distribution is limited to independent retailers although the Qibla Cola Company says it is willing to talk to chains that meet its “ethical criteria”. The company will rival Mecca Cola, which launched last November in the UK, also as an alternative to American brands.

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