Visoka poslovna kola strukovnih studija
Novi Sad
Seminarski rad iz prvog stranog poslovnog jezika 1 - Engleski
My favourite brand
Asistent : Student:
Lemaji Maja Polgar Agne
11/10TR V-11
My favorite brand is cockta. Cockta is a soft drink from Slovenia.
The story of the Cockta drink begins in the early 1950s. It was then that the management
of the company Slovenijavino came up with the idea of producing an original refreshing
Slovenian beverage which would be able to compete against similar drinks from abroad.
The chemical engineer Emerik Zelinka, an employee of the Slovenijavino research labs
and the father of Cockta, created a refreshing drink using local herbs, while at the same
time making it original rather than trying to copy similar foreign drinks.
Zelinka and his team were successful, and Cockta was born, with a new, defining taste
derived from a blend of eleven different herbs. One of them that contributes to its familiar
and characteristic aroma is rosehip, previously used only during the season of the
Common cold for making rosehip tea.
The development and promotion of the new Cockta product was one of the first market-
based projects in those days. The marketing campaign was very carefully prepared: it
brought in designers, including some students of architecture, who designed the corporate
image using the modest selection of typefaces they had at their disposal. They also had to
design an original characteristic bottle based on contemporary beer bottle design, and
finally, the cardboard packaging and delivery vehicles.
Many older Slovenes will still remember the posters which swept the entire country as
part of the marketing campaign: they featured a suntanned young woman, with a hairstyle
considered trendy at the time, in a pony tail, with blue eyes, holding in her hands a bottle
of the mysterious new beverage. Slovenias first premium-quality refreshing beverage
and its excellent corporate image were presented to the public for the first time in March
1953 at the traditional international ski-jumping competition in Planica. Since then,
Planica and Cockta have gone hand in hand, and have been associated with each other for
over fifty years.
In the years that followed, Cockta became a drink for the young and not-so-young
generations, for everyone who appreciates a healthy lifestyle. In the first year of
production, four million Cockta bottles were sold in Slovenia alone, and ten years later,
sales climbed to 71 million. From Slovenia, Cockta spread to other markets of
Yugoslavia, where it established both licensed and proprietary bottling facilities.
In 2000, the Cockta brand was bought by the Kolinska food company, known today as
DrogaKolinska d.d. Lately it is associated with comics about it from its website, which
are shown on TV as commercials, in newspapers and even in cinemas.
In 2006, Cockta sponsored the MaxCards World Championships, held in Ljubljana.
On June 30, 2010, Cockta's parent company Droga Kolinska d.d was bought by the
Croatian firm Atlantic Group.
