Cockta

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Cockta

Cockta is a soft drink from Slovenia , the main ingredient of which is the dog rose hips . It was Yugoslavia's first carbonated soft drink in 1953 and spread across the country from Slovenia.

history

The Cocktas story began in the early 1950s. The management of the Slovenijavino company wanted to bring an original, Slovenian soft drink to the market in order to be able to compete with foreign products such as Coca-Cola .

Food chemist Emerik Zelinka, an employee in the Slovenijavino development laboratories, developed a drink that tasted different from similar soft drinks and was the first carbonated soft drink in Yugoslavia. Its main ingredient is the dog rose hips, which until then were mainly used for rosehip tea . Also bear lemons and excerpts from eleven different herbs to the taste. Unlike cola, it doesn't contain caffeine . The name Cockta was chosen because of this " cocktail " made from different ingredients.

The development and marketing of the new Cockta was one of the first marketing-oriented projects in Slovenia. The architecture student Sergej Pavlin designed the logo and the characteristic bottle for Cockta, the shape of which was based on the contemporary beer bottle, as well as the cardboard packaging and the advertising design for the delivery vehicles.

Cockta and the associated logo were first presented to the public in March 1953 during the ski jumping tournament in Planica . It was advertised nationwide, the face of the campaign was a blue-eyed, suntanned young woman with a ponytail holding a bottle of the new drink.

In the first year of production, four million bottles of Cockta were sold in Slovenia alone. Sales rose to 80 million bottles sold in 1967. From Slovenia, Cockta spread throughout Yugoslavia, where it was produced and bottled both by Slovenijavino and under license.

After the breakup of Yugoslavia and Slovenia's independence in 1991, the market share initially fell and the brand was threatened with an end. In 2000, Cockta was bought by the Kolinska food company, which later merged with Droga to become Droga Kolinska . In the course of the retro wave , the new owner successfully placed Cockta on the market with a revised design - comparable to Afri-Cola , for example - and Cockta experienced a renewed boom. The Slovenian Droga Kolinska was taken over by the Croatian Atlantic grupa in July 2010 .

Advertising slogans

  • 1980 - Pijača naše in vaše mladosti ( The drink of your and our youth )
  • 1983 - Še vedno najboljša ( Still the best )
  • 2001 - Prve ne pozabiš nikoli ( you will never forget your first one )
  • 2002 - Cockte pogrešam ( I miss Cockta , read phonetically as: I miss you )
  • 2005 - Ješ MaxCards, Spiš MaxCards, Piješ Cockto! ( You eat MaxCards, you sleep MaxCards, you drink Cockta! )
  • Bez kofeina - bez kisline - bez heca! ( No caffeine - No acid - No kidding! )

literature

  • Tanja Petrović (Ed.): Mirroring Europe: Ideas of Europe and Europeanization in Balkan Societies. Brill, Leiden 2014, ISBN 978-9-004-27508-9 , p. 105.
  • Klaus Schameitat: Slovenia. Trescher Verlag, Berlin 2012, ISBN 978-3-89794-218-9 , p. 87.
  • Bojana Rogelj Škafar: What do brands and the (Slovene Ethnografic) Museum have in common. In: Cockta: Pijača vaše in naše mladosti - o dediščini slovenskih blagovnih znamk. Slovenski etnografski muzej, Ljubljana 2010, pp. 7–8.

Web links

Individual evidence

  1. ↑ on the story see: Cockta, the drink from our younger days. The heritage of Slovene brands. Exhibition in the Slovenski Etnogafski Muzej (Slovenian Ethnographic Museum) Ljubljana, 17. – 30. September 2010 (accessed August 5, 2016).
  2. ↑ The jugosphere is alive. NZZ , November 27, 2010 (accessed August 5, 2016).