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You’ve likely seen the photos circulating on social media, with a soda bottle held up like a trophy. The younger generation may not be familiar with this Moroccan beverage brand that left its mark on several generations. Flashback: the story of La Cigogne began in 1929, but it truly gained popularity starting in the 1960s. At that time, the local brand had to compete with Coca-Cola and Pepsi, which were beginning to establish their presence in the global market.
La Cigogne's popularity stemmed from several factors. First, its unique taste, often described as a blend of sweet citrus with a slight bitter note. Then, its design: a glass bottle featuring a logo of a stork in flight, a bird symbolic of Morocco. La Cigogne quickly became a favorite, both in cafés in popular neighborhoods and at family gatherings.
The rise and fall: 1929-1997
During the 1970s and 1980s, La Cigogne experienced its golden age. The soda was one of the top local brands among Moroccans, alongside Judor. Children enjoyed it after school, while adults savored it during family meals. However, the rise of multinational corporations in the 1980s quickly reshaped the market. Coca-Cola and Pepsi, with their massive advertising campaigns and dominance over distribution channels, gradually pushed smaller local brands into the background.
As a result, La Cigogne slowly disappeared from store shelves. By the late 1990s, it was almost impossible to find, except in a few small grocery stores. The fierce competition from American giants eventually sidelined local soda brands. La Cigogne quietly faded away in 1997, leaving behind memories of a bygone era.
The revival of a cult soda in 2024
But in June 2024, much to everyone’s surprise, the return of «the migratory bird» stunned those over 40 who held fond memories of this iconic drink from their youth. La Cigogne’s comeback was carefully planned, with a marketing campaign that leaned heavily on its nostalgic appeal for several generations. On social media, photos of the famous glass bottle with the stork logo quickly went viral, rekindling memories of a time when local products reigned supreme.
This new version of La Cigogne was crafted to appeal to both former consumers and a new generation. The taste and brand identity remain true to the original. The glass bottle has been retained, along with the iconic stork logo.
However, La Cigogne faces a significant challenge. The soda market is now dominated by multinationals with vast resources, and Moroccan consumers’ habits have evolved. With the rise of healthier drinks and natural fruit juices, sodas must now carve out their place in a market increasingly focused on health-conscious choices.
Moreover, the iconic drink is not yet available in all stores. Nonetheless, early feedback from consumers has been enthusiastic. For many Moroccans, rediscovering La Cigogne feels like rediscovering a piece of their personal history.
