Kia-Ora

Kia-Ora is a brand of fruit juice concentrate that originated in the United Kingdom. The brand is known for its range of fruit-flavored beverages, which have been available in various markets around the world. Kia-Ora was traditionally marketed with the slogan "It's too orangey for crows," which became a well-recognized phrase in the UK during the 1980s and 1990s. The brand has undergone several ownership changes over the years and has expanded its product line to include a variety of flavors beyond the original orange.

History

Kia-Ora was established in the early 20th century, with its first appearance dating back to the 1920s. The brand quickly gained popularity in the UK, thanks in part to its distinctive advertising campaigns and the novelty of concentrated fruit drinks during that period. In the 1980s, Kia-Ora's advertisements featured animated crows, leading to the iconic slogan that many still associate with the brand.

Over the years, Kia-Ora has been owned by several major beverage companies. It was once part of the portfolio of Coca-Cola, which helped to expand its distribution on a global scale. However, changes in ownership and shifts in consumer preferences have influenced the brand's market presence and product offerings.

Products

Kia-Ora's product range primarily consists of concentrated fruit juice drinks, which require dilution with water before consumption. The original and most popular flavor is orange, but the brand has introduced various other flavors, including lemon, blackcurrant, and mixed fruits. Kia-Ora products are known for not containing any artificial colors or flavors, appealing to consumers seeking more natural beverage options.

Advertising

Kia-Ora's advertising campaigns have played a significant role in establishing the brand's identity. The "It's too orangey for crows" slogan and the accompanying animated commercials have become a memorable part of British pop culture. These advertisements emphasized the product's fruity taste and its appeal to children, setting it apart from other beverages on the market.

Controversies

Despite its success, Kia-Ora has faced criticism, particularly regarding some of its advertising content. The use of animated crows in its commercials was eventually deemed inappropriate and racially insensitive, leading to the discontinuation of the ads. The brand has since made efforts to adopt more inclusive and sensitive marketing strategies.

Current Status

Today, Kia-Ora continues to be available in the UK and in select international markets. While it may not hold the same dominant position in the beverage industry as it once did, the brand maintains a loyal customer base. Its range of fruit juice concentrates offers a nostalgic taste for those who grew up with the brand, as well as a flavorful option for new consumers.