FRANCHISING
positive drink . However , a drink that makes you positive – well obviously it ’ s not very credulous . But then it all starts from being relaxed . This makes you positive , and from there good things happen . That was the moment I created the proposition of Tranquini .”
There is more to Elafifi ’ s vision . He wants to create a whole new drinks category . The plan is to make relaxation drinks a separate a beverage category , similar to energy drinks .
“ There is one cola , which is Coca- Cola , there is one energy drink , which is Red Bull . In beverages being first in a category is very important . Of course , it will continue to always be the case when people want refreshment they drink cola , when they want hydration they drink water , when they want energy they will drink an energy drink . But when they need to relax there is now Tranquini .”
To achieve this market dominance before other relaxation drinks can take it , the company has had to ensure it was able to roll out its product in as many countries as possible , at the same time . Logistically this is a complex maneuver for a small company , and one that ’ s only just past its second birthday . So far Tranquini
has launched in 40 countries .
“ The feedback from the different countries is very positive . At the moment that when you look at it there are lots of macro sources of stress now . There ’ s terrorism , there ’ s economic crisis , there are also what ’ s happening right now – there ’ s Trump . And there are also a lot of micro sources of stress so family stress , work , money , at home . It ’ s really one thing we can see in every country from
38 April 2018