Other cola companies historically have never discussed or focused on the actual ingredients used in their colas, and what was inside the drink was always a 'trade secret', whilst focus was put almost exclusively on the image of the brands themselves. Evoca Cola tried to draw consumer attention to the quality aspects of the actual ingredients used to make the drink itself (a unique positioning among carbonated soft drinks - one would expect this from functional sports beverages for example) as they realised that this was the only way to attract customers who were used to drinking the market leading brands, by the proposition that they are claiming to offer a higher quality alternative to the market leaders.