Inca Kola Rebranding Sparks Controversy in Peru
In Peru, Inca Kola has long been the reigning champion of the cola market. The brand, created by a British immigrant and infused with lemon verbena, was so dominant that Coca-Cola eventually gave up competing and bought a stake in the brand in the late '90s.
The agreement granted Coca-Cola global trademark rights outside of Peru but only 50% ownership of the domestic operations. This deal has been seen as a strategic move to allow Coca-Cola to associate itself with Inca Kola's strong Peruvian heritage, while also gaining control over the brand's international reach.
In a recent rebranding effort, Inca Kola underwent a design overhaul that has sparked controversy among loyal customers. The new logo simplifies the original design by removing the outline of Peru and the 'since 1935' legend below. While some see this as a move towards minimalism, others are concerned that it dilutes the brand's unique identity.
The rebranding effort also introduced a sonic logo created with Echoic Audio, featuring a four-note mnemonic derived from tapping on traditional glass cola bottles. This new branding strategy aims to emphasize Inca Kola's role in bringing people together and its importance with food.