Can’t imagine Coke Beer.
Can’t imagine Orijin Zero…
Orijin is not a soft drink!
It just cannot be. If it ever becomes, its sister is bound to be
ail. I also make bold to say here that Star Radler, a half
beer, half soft drink cannot sit in that middle if it has to be a
Star. Star is a beer. It cannot be a hybrid.
I will tell you why.
A brand begins to do well and suddenly its minders begin to
think it was time to give it more responsibilities. It is just
like a woman who gives birth to triplets and the husband
begins to dream of how she could also carry quintuplets.
It hurts.
Brands sure have strong shoulders. But
there is a limit to what should be placed
on its head. Even trucks have load
limits beyond which it becomes unsafe
to drive on the roads…
Zeroing in on Orijin Zero
You see, the burden we place on brands can be as heavy and as large as the space we create for them in our minds
can accommodate. This is because the DNA of brands exist more in the imagination than in the tangible thing we
see and consume.
Credits: BrandishNigeria