U.S. Army Sgt. Darrin Dant couldn’t find his favorite drinks where he was stationed in Iraq, so he recruited his friends and family to mail bottles of Double-Cola and Ski to his post.
“They’re like a taste of home,” he said. “I had them wrap the bottles really carefully in case they exploded on the way.”
Michael Powell, a resident of Frankfort, Ky., can’t get the drink where he lives, but he recently drove three hours to Central City, Ky., to get some Double-Cola.
“For me, there is something nostalgic about Double-Cola,” he said. “I keep an eye out for it.”
Double-Cola at times engenders “fanatical loyalty” in its customers, which is why the company’s rebranding campaign, which will launch in March 2011, is so important, said Alnoor Dhanani, president of the Chattanooga-based company.