Triad clinches CCS deal to take the brand forward

Ceylon Cold Stores (CCS), owner of Sri Lanka’s most respected and loved beverage brand, Elephant Soft Drinks, has teamed with Triad in a bid to take the Elephant House legacy to unprecedented spheres.

With a host of popular brands - Cream Soda, EGB, Necto, Soda, Orange Barley and Orange Crush - that appeal to a diverse cross-section of consumers, Elephant Soft Drinks the dominant beverage brand that has been a household name for almost a century, now looks to further dominate the Sri Lankan beverage market through the development of aggressive, innovative marketing and communication strategies, Triad said in a statement. In strengthening its dominance and to take the brand to newer heights, Elephant Soft Drinks will continue to pitch itself squarely against multinational beverage brands. In gathering its resources to do so, CCS has chosen to partner with Triad, which is widely recognized as Sri Lanka’s truly local agency.

Referring to this new alliance, Srikanth Selladurai, Vice President & Head of Beverages of CCS noted; “our choice of Triad as a communications partner stems from a number of compelling reasons. First of all, they have an unmatched record in establishing and growing local brands, confidently pitching them against multinational giants. This is a direct result of their ability to tap into and understand the local consumer sentiment and psyche.

Then of course, we have in the past, seen their commitment and drive to work with one vision and their ability to give true meaning to team work”.

Dilith Jayaweera, Jt. Managing Director of Triad commented; “at Triad we see this partnership as one of the most compatible brand fits that an agency can achieve with a client – we are one in spirit and in our ultimate goal – we both want to prove that “Sri Lanka can!”, and as such we are very confident of making Elephant Soft Drinks a case study, both in the Sri Lankan and global beverage marketing scenario”.

Varuni Amunugama Fernando, the other Jt. Managing Director of the company added that “winning the Elephant Soft Drinks pitch was a dream come true for this maverick advertising company, with a “never say die” attitude. The Triad Team looks at this achievement of the New Year with excitement and enthusiasm, believing 2008 to be a milestone for the company as we celebrate 15 years of passion and teamwork that has successfully chartered a new course and culture in the local advertising industry”.

Triad Advertising in 2007, leveraged its resources positioning itself as a valuable communications partner for Sri Lankan brands by winning the business of a range of top local brands in the likes of CCS, Maliban Biscuits, Laugfs Oil, Rocell Bathware, Naure’s Secrets and Nippolac. In the past it has built and sustained a gamut of local brands which have grown with the agency, over time, the agency said in its statement.