The social media craze for Kalyppo fruit juice has led to an increase in retail sales of the product in the capital.
Some traders who have been speaking to Citi Business News admitted that their sales have increased by about 40 percent within the last few weeks.
But it appears the retail price has also been kept unchanged at 1 cedi per pack as supply is just enough to meet the demand.
The first edition of Citi Business News’ new series ‘the business of elections’, takes a look at the impact a Facebook picture of the NPP’s Presidential Nominee, Nana Addo Danquah Akuffo Addo sipping Kalyppo, is having on the purchase of the product.
The frenzy started some couple of weeks ago when the Presidential Nominee of the opposition New Patriotic Party, Nana Addo Danquah Akuffo Addo was spotted on Facebook sipping onto a pack of Kalyppo fruit juice.
The picture then went viral with some other party executives of the NPP also splashing social media with pictures of them sipping onto the product.
Vice Presidential Candidate Dr. Mahamudu Bawumia, National Organiser, John Boadu, National Youth Organiser, Anthony Karbo and Member of Parliament for Ablekuma West, Ursula Owusu Ekuful were but a few of the party members caught in this frenzy.
After about three weeks, the pictures on facebook showing people sipping the fruit juice have almost reached the hundreds.
Some retailers at the central business district of Accra explained that the increased sales have prompted them to increase their purchases by about 40 percent.
“There have been increased sales of Kalyppo of late and the reason is that Nana Addo posted a picture of him consuming the product,” one retailer stated.
“I can confidently say that sales have increased significantly in the last few days…I am told it is being influenced by the Flagbearer of the NPP. Nonetheless, the producers of Kalyppo are rather benefiting largely,” another female retailer remarked.
Despite the increase in demand, prices have remained unchanged; an indication that supply is just as enough to meet demand.
Meanwhile the producers of Kalyppo have declined to comment on the development despite the 40 percent increase in sales of some of its retailers.
But a Brands Consultant and Marketing Lecturer at the University of Ghana, Dr. Kobby Mensah believes the company may have to comment on how the development is affecting its operations.
In his view, the passion of some consumers other than NPP sympathizers may have been rekindled.
Dr. Mensah further advised, “The company’s marketing team could build up a digital strategy going forward…remember that all the people on social media are not NPP people. So the question now is would you be able to perhaps create a variance with the colors of the other political parties for people to get used to the product and as they do, the company sort of pulls the product from the distribution chain, because as people get the awareness, they may prefer your product just for even fun.”
“It would have been good if the company can actually strategize and have a very good social media strategy to actually leverage on this craze,” he added.
Though some electorates say they have been caught in the frenzy, it would be less likely for their votes to be influenced.