A. Le Coq launches Hello Kitty soft drink
A. Le Coq, Estonia’s biggest drinks manufacturer, is bringing the world famous brand Hello Kitty to supermarket shelves in the form of a strawberry and raspberry flavoured soft drink. The trademark rights to both it and the recently launched Angry Birds cola drink are held exclusively in the Estonian drinks sector by A. Le Coq.
Hello Kitty is a trademark known around the globe. It is extremely popular among young girls, from the littlest up to those in their early teens, but some of its most dedicated fans include mature-aged women. “Quite a few different Hello Kitty drinks have been made around the world over the years, so the challenge we faced was coming up with one that was right for Estonia and that would find its own fans here,” explained Tarmo Noop, director of A. Le Coq. He sees the drink being popular among girls in the country because of its pink tones and its sweet but also slightly tart strawberry and raspberry flavour. “In Finland, for example, where it’s been on sale since 2010, it’s become the highest selling drink among the target group we’re aiming at,” Noop added, convinced of the drink’s potential in Estonia.
Hello Kitty is the best known character created by the Sanrio company. White with a little red bow, the cat first appeared in 1974 and has since gone on to become one of the most recognisable brands in the world. The Olvi OYJ group, whose subsidiaries include A. Le Coq, has exclusive rights to produce soft drinks using the trademark in Finland, Estonia, Latvia and Lithuania.
The strawberry and raspberry flavoured Hello Kitty soft drink will be launched in Estonia in the first few days of August and be sold in 0.5 and 1.5 litre bottles.