Knowing that Golola Moses is to Rock Boom what Steve Jobs (RIP) was to Apple Inc. is no rocket science.
Various surveys have showed that since its entry on to the market in 2013, Rock Boom is one of the most consumed energy drinks in Uganda. Rock Boom is manufactured Riham Group – Harris International that in the eyes of many is seen as a low mass market consumer goods producer. That perception notwithstanding, Rock Boom continues to shine; consumed by people from all walks of life.
Following the unprecedented startling success of Rock Boom, the main soft beverages producers; Century Bottling, and Crown Beverages rolled out competing products named Power Play and Sting respectively with hope that these would outperform Rock Boom.
But even with big budgets and better mother brand awareness enjoyed by their sister brands, both Power Play and Sting continue to play second fiddle to the unbeatable Rock Boom Energy drink.
Minus what happens at the production level which many of us are not privy to, two things make Rock Boom standout; Golola Moses and Golola Moses Advocacy.
Golola Moses of Uganda is a popular figure. The other fact is that almost all Ugandans agree that Golola Moses is a strong and physically fit man.
When Rock Boom was launched, the Harris owners settled on Golola Moses as the Rock Boom brand ambassador. It was an obvious gamble that immediately paid off as this energy drink’s target market would easily relate with the Rock Boom slogan – Free the Positive Energy and the brand face- Golola Moses.
Then, in came the Golola Moses advocacy effect. Serious marketers around the world believe that advocacy aka word of mouth is one of, if not the best form of marketing because it is easier for a friend or a family to be hooked when they are told that product X is superior to product Y.
As such, the first consumers of Rock Boom realized that taking this energy drink was making them more attentive and energetic like the sports star – Golola Moses. So one by one went on to tell other people about how Rock Boom was doing magic for them and in no time, the brand was all over the place consumed by Boda Boda riders and high value customers who pass by shopping malls and leave with a bottle or two on their way home. That summarizes the Rock Boom success story.
But wait a moment; is Golola Moses still the Rock Boom brand ambassador? Considering the billions Rock Boom has made over the years, has Golola Moses got a fortune in return because, if it wasn’t for him, Rock Boom would perhaps be just another brand. The question remains unanswered.
