FRANCHISING positive drink. However, a drink that makes you positive – well obviously it’s not very credulous. But then it all starts from being relaxed. This makes you positive, and from there good things happen. That was the moment I created the proposition of Tranquini.” There is more to Elafifi’s vision. He wants to create a whole new drinks category. The plan is to make relaxation drinks a separate a beverage category, similar to energy drinks. “There is one cola, which is CocaCola, there is one energy drink, which is Red Bull. In beverages being first in a category is very important. Of course, it will continue to always be the case when people want refreshment they drink cola, when they want hydration they drink water, when they want energy they will drink an energy drink. But when they need to relax there is now Tranquini.” To achieve this market dominance before other relaxation drinks can take it, the company has had to ensure it was able to roll out its product in as many countries as possible, at the same time. Logistically this is a complex maneuver for a small company, and one that’s only just past its second birthday. So far Tranquini 38
April 2018
has launched in 40 countries. “The feedback from the different countries is very positive. At the moment that when you look at it there are lots of macro sources of stress now. There’s terrorism, there’s economic crisis, there are also what’s happening right now – there’s Trump. And there are also a lot of micro sources of stress so family stress, work, money, at home. It’s really one thing we can see in every country from