The Challenger Project

Building a brand to be discovered: We talk to the Karma Cola co-founder.
What goes around comes around. Possibly not a phrase that’s often heard in the board rooms of the giant cola companies, but that’s the founding philosophy of Karma Cola, the UK’s only Fairtrade organic cola. Supported by Kiwi-based parent company All Good Organics, Karma Cola are on a mission to prove that a product as commercially popular as a cola can be a vehicle for positive change in the world, without compromising on consumers expectations on taste.
With high profile stockists including Waitrose, Ocado and Selfridges, Karma Cola have sold an estimated 600k bottles in the UK since launch in 2014 with sales forecast to double in 2016. We meet with co-founder Simon Coley, to hear how they use design and long-form storytelling to create a brand to be discovered rather than broadcast.
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    The Challenger Project


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    Fairtrade, organic drinks that do good
    Director & Co-founder of Karma Cola