Once upon a time there was a big, big company producing soft drinks. They were so big that their name was known in every country of the world.
In a small, small country they had hired a local brewing company to make and sell their products. The people in the small, small country were a strange folk however; they didn’t drink the big, big company’s soft drinks for Christmas, but something called “julmust”*.
The big, big company told the local brewing company in the small, small country that they had to stop making “julmust” since it competed with the big, big company’s products.
The local brewing company in the small, small country refused. They had the best “julmust” in the country and was not about to give it up.
The big, big company got angry and withdraw their license and established themselves in the small, small country.
When Christmas came closer they sent commercials on the TV-channels and put up posters on the bus stops telling the people in the small, small country that the big, big company’s major soft drink with its read and white label was perfect for Christmas.
The impact of the commercial was prominent.
The big, big company's selling of soft drinks dropped immediately.
And the local brewing company in the small, small country sold more bottles of “julmust” than ever before.
The next Christmas the stubborn people in the small, small country found a new label of “julmust” in the stores with all the required features and a genuine look 'n' feel.
With small, small letters the name of the big, big company could be read: “the Coca-Cola Company”.
First published 10th of December 2009
* From Wikipedia: “Julmust” is made of carbonated water, sugar, hop extract, malt extract, spices, caramel colouring, citric acid, and preservatives. The hops and malt extracts give the must a somewhat beer-like taste, but much sweeter and, since it is not fermented, it contains no alcohol. 45 million litres of “julmust” are consumed during December (to be compared with roughly 9 million Swedes), which is around 50% of the total soft drink volume in December and 75% of the total yearly must sales.