Company Cold

The Société the Cold is a company calédonienne of manufacture, setting out of bottle and distribution of beverages primarily nonalcoholic.

Created in 1943, during the presence of the American army on the Territory, it will start to develop only by obtaining the license Coca-Cola in 1952 (with manufacture and congestion at the origin out of bottle out of glass). But the company also has a name by producing its own brands: first of all syrups and sodas Tulem starting from 1962 then, since 1996, range of fruit juices Oro. It is a question of the first agribusiness industry of the Territory to obtain certification ISO 9001.

In 1987, the Company the Cold was repurchased by Patrick Lafleur, cousin of the deputy Jacques Lafleur, and the company belongs to the Lafleur group.

Products manufactured

Marks under license

marks of Coca-Cola Company:

Coca-Cola (since 1952): remain one of the leading products of the company, the more so as this one received twice continuation, in 2005 and 2006, the price “First world rank for the quality of the Coca-Cola products” decreed by Coca-Cola Company to reward “better” the Coca-Cola produces by the companies under license.

Fanta

Sprite

Others:

Orangina (since 1989)

Kronenbourg 1664 (since 2000): then mark a change in the sales strategy of the company which until now had especially developed non-alcoholic drinks. The Company the Cold thus tries to dominate the whole of the production of drink in New Caledonia while launching out in the field of predilection of its principal competitor, the Grande Brewery of New Caledonia (GBNC). It is at the same time as the company launches its own beer, Adèle .

Marks of the company

Tulem (since 1962): the leading product is the Tulem Cider .

Oro (since 1996): fruit juice range.

A “failure”: the beer Adele

In 1999 the Company the cold launches a new beer “100% calédonienne” to compete with the very popular Number One of GBNC. This new alcoholic drink is called Adèle and wants to adopt the image of a “typical” beer more that its competitor. The logo represents a player of Cricket Kanak in typical “the Robe mission”. Indeed, the Cricket is a very popular sport among Mélanésiens, and especially of the women. Only in 2000 precisely the members of the local female league of this sport expressed to protest against the association of their discipline with alcohol, and the Company the cold has to agree to withdraw the logo. Moreover, beer of pure malt, Adèle does not make a success of with détrôner the Number One and is finally abandoned at the end of one year only by the company which then prefers to manufacture under licencer the Kronenbourg 1664.

Marketing

The Company the Cold organizes or takes part in all kinds of cultural events or events, by aiming youth primarily. It thus organized in 2002 a great concert, “Coke Music Choc”, as well as the contest “Awakes your talent” in 2005 consistent in a large casting aiming at emphasizing the best artistic talent among a certain number of teenagers candidates.

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