Bangkok--16 Mar--Hill+Knowlton Strategies
? Launch of totally new beverage segment in Thailand; “Juicy Milk Drink”, expanding Minute Maid portfolio
? Combining the world’s best milk from New Zealand and the world’s best-selling juice from Minute Maid
? Bht150 million integrated marketing campaign ‘The Perfect Match’ and 3 million massive sampling program, focusing on brand recognition and trial
? Nutriboost aspires to be one billion baht brand within two years
In an exciting move that will boost the dynamics of Thailand’s non-alcoholic-ready-to-drink (NARTD) market, the Coca-Cola system in Thailand today opens up a brand new segment “Juicy Milk Drink” with the launch of new Nutriboost from Minute Maid. Combining the world’s best milk from New Zealand and the world’s best-selling juice from Minute Maid, Nutriboost is the perfect match of strength giving milk and delicious, real fruit juice. Nutriboost is expected to grow to a billion baht brand in Thailand within two years after launch.
Mr. Rehan Khan, Business Development Director of Coca-Cola (Thailand) Ltd., said, “According to our consumer research, we have found that there is an unmet need from consumers who are looking for something that gives the benefits of milk but that is also tasty and refreshing like juice. We believe that this product innovation will be well received by Thai consumers.”
“Minute Maid Nutriboost defines a new beverage segment in Thailand, which we call “Juicy Milk Drink”. We are confident that this new launch will provide an exciting injection into the NARTD market, offering a totally new consumer choice. We expect Minute Maid Nutriboost to grow into one billion baht brand within two years, by appealing to a wider group of consumers who will be drinking Nutriboost at different times throughout the day.”
“Our commitment is always to provide consumers with a wide range of beverages that quench every thirst and refreshment need while providing quality beverages that consumers can trust. We are very excited to bring this new innovative beverage to Thai consumers” added Mr Rehan.
Mr. Charnvit Charindhorn, Senior Vice President for New Categories and New Business Development, ThaiNamthip Ltd., said, “The Coca-Cola system has never had such a positive response post trial. An overwhelming 99% said that they like the taste of Minute Maid Nutriboost and 94% said they would definitely or probably buy the product. This is the highest test result amongst Coca-Cola systems in Asia. Minute Maid Nutriboost is not a drinking yoghurt, nor is it a flavored milk. It is a totally new concept to Thailand and a new choice for consumers who are looking for a combination of refreshment and nutrition. Consumers are telling us that nutrition has never tasted so good!”
“Nutriboost represents real beverage innovation for the Coca-Cola system in Thailand and we have spent more than two years developing a unique formulation which allows us to combine milk and juice in a premium-look PET bottle which can be stored at an ambient temperature. Production of Nutriboost utilizes our advanced, state-of-the-art technology 'Nitro-Hot-Fill' bottling line, capable of filling PET bottles at high speed and opened two years ago primarily to support the strong growth of our Minute Maid brand,” said Mr. Charnvit.
Supported by a Bht150 million budget, Minute Maid Nutriboost has created “The Perfect Match” marketing campaign, a unique and fully integrated marketing communication program that will focus on brand recognition, consumer education and trial. The campaign introduces two humorous characters to bring the brand to life. Nutri (the cow) and Boost (the orange) will feature two versions of TVCs, cinema advertising, in-store promotions, on-ground activation and eye-catching out-of-home communication. A massive sampling program will be rolled-out nationwide to reach more than 3 million consumers within this year. A unique and fun digital media campaign will reveal their true personalities so that consumers can fully engage with the brand.
Minute Maid Nutriboost will be available in two flavours of delicious, nutrient-added, real fruit juice; orange and strawberry, in 280ml PET bottles for a premium feel and convenience. It will be sold at Bht 20 per bottle at traditional stores, retail stores, convenient stores, supermarkets and hypermarkets nationwide.
Minute Maid was first introduced to Thai consumers in 2005 with the launch of “Minute Maid Splash”; “a full flavored quality orange juice for natural refreshment”. In 2009, Minute Maid Pulpy; “the great tasting, quality juice drink with real pulp, providing pleasurable multi-sensory experiences”, was launched to expand the brand portfolio. Minute Maid is now the best-selling ready-to-drink juice drink in Thailand and “Minute Maid Nutriboost” is the latest and most exciting innovation, adding to the Minute Maid portfolio in Thailand.