About Us
JOCOLA Soft Drink
JOCOLA is a signature Carbonated Soft Drink (CSD) of the Jacksons, designed by the late Joseph Walter Jackson (patriarch of the Jacksons musical dynasty) and his partner-co founder John O. Taylor, specifically to grow alongside the musical career of Joe Jackson’s children in the 80’s. 7 of the 9 children of Joe & Katherine Jackson later grew to be an unprecedented global musical success, either as solo artists or as a musical group.
JOCOLA started production and distribution in the USA in 1982 and grew in popularity, just as the Jackson musical groups and solo artists, especially in the mid and the late ’80s, to the point Joe Jackson’s brand, became a factor in the cola war. Thanks to businessman and investor Charles W. Sullivan who became the official promoter of the Jackson’s Victory Tour with an investment of US$50 million. Mr. Sullivan invited Pepsi Cola to become the official soft drink of the Tour.
Pepsi Cola hence saw it as a unique opportunity to leverage on the global iconic value Michael Jackson there and then decided to collaborate with the rising star of the Jacksons by 1983, signing a deal that will suspend Jocola production for a period of time and naming Michael Jackson as Pepsi global music ambassador. Pepsi for $6 million became the official soft drink of the “Jackson Victory Tour” 1984. Prior to the agreement with Pepsi cola, Jocola had become a household brand with many engagements in the musical industry. Joe Jackson and John Taylor saw the next phase in marketing and sales of FCMG through the goodwill of role models and passion (sports, music, etc. The tripartite agreement between Pepsi Cola International, Michael Jackson changed dynamics in the now global “Cola Cold War” between Pepsi and Coke.
It gave Pepsi a serious edge and mileage to become the No1 “Cola Drink” in the World, while it lasted. JOCOLA had comfortably become the No 1 signature soft drink that is also synonymous with the career success of the international musical Arena where Jermaine Jackson, The Jackson’s, and Michael Jackson remained an unprecedented success and highest-earning musical legend, (dead or living), to date.