FRITZ KOLA
Fritz-Kola is a soft drink company from Hamburg, Germany. They are mainly known for their high caffeine cola and lemonades with a caffeine amount of about 25mg per 100ml.34 Their advertisement is often powerful and edgy with a huge “caffeine” shot of “dark” humor. They have paid activities in both print media as well as out of home banners in urban areas. Then are active online on social media sites where
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DARK SIDE OF MATE
a fan group is creating lots of earned media for the brand. The brand has a strong urban identity. With the poster slogan “koksen ist achtziger” (koksen refers to cocaine ) the brand promotes itself as the necessary kick for big city life. The brand has a strong focus on the party scene and a specific focus on young students, to whom Fritz communicates the strength of their product due to its high caffeine content. Lately
the brand ran into some bad publicity when it was published that the brand tried to buy out the competition on store shelves by offering shop owners money in return for not selling competing products.35 According to a representative online survey done by Produkt+Markt (see annex 1) Fritz Kola has an awareness of 58% by individuals in Germany from 16-25 years of age.