Bangkok--19 Apr--Hill+Knowlton Strategies
- Sales value increases by 72% after two new flavors launched last year
- Continuing sampling program featuring brand ambassador Naded Kugimiya under the concept ‘Surprisingly Pulpy’
- Introducing new 800-ml size targeting families this summer
The Coca-Cola system in Thailand announces the continuous success of ‘Minute Maid Pulpy’ as the best-selling juice drink in Thailand after the launch of two new flavors, Mango-Orange and Mixed Fruits, increased sales of the Minute Maid brand by 72% last year. This year, the brand has set aside a 170-million baht budget for marketing activities under the concept “Surprisingly Pulpy” with brand ambassador Naded Kugimiya. It is also introducing a new 800-ml family size for an even larger, more refreshing experience this summer.
“The ready-to-drink juice market in Thailand has a total value of 10 billion baht. It is a highly competitive and fragmented market with more than 300 global and local brands with 2,800 SKUs of undifferentiated brand equity; however, there is still a great opportunity to grow in this category. Today, we are very proud of Minute Maid Pulpy’s achievement as the best-selling juice drink in Thailand, offering a unique great tasting quality juice drink with real pulp experience. We will continue to provide consumers with innovative and high quality products and conduct creative marketing to maintain our market-leading position,” said Mr. Rehan Khan, Business Development Director of Coca-Cola (Thailand) Ltd.
He added, “This year we have set aside 170 million baht for a creative integrated marketing campaign with the concept ‘Surprisingly Pulpy’ citing the pleasurable experience Pulpy provides to brighten up daily routines. The campaign will continue to create brand awareness as well as product sampling. Recently, Minute Maid Pulpy has organized the ‘Pulp Me’ sampling activity, sending current brand ambassador Naded Kukimiya to surprise target consumers with Minute Maid Pulpy in the Siam Square area. In addition to marketing activities, we plan to have a TV commercial, out-of-home media and online activities throughout the year in order to maintain the good relationship that consumers have with Minute Maid Pulpy brand.”
The ‘Pulp Me’ activity was led by brand ambassador Naded Kukimiya and the Minute Maid Pulpy troop going around Siam Square to surprise target consumers with Minute Maid Pulpy to help brighten up dull, ordinary days. More information about a coming surprise can be found on www.facebook.com/Minute.Maid.Pulpy.Thailand.
Mr. Charnvit Charindhorn, Senior Vice President for New Categories and New Business Development, ThaiNamthip Ltd., said, “Minute Maid Pulpy has grown dramatically after we introduced two new flavors of Mango-Orange and Mixed Fruits to the market in August 2011. The launch has increased sales value of Minute Maid Pulpy by 72% in the last year.”
“We believe that the uniquely delicious taste of all three flavors of Minute Maid Pulpy together with the consistent investment in marketing communications and our strength in the network of distribution channels in retail stores, convenience stores, supermarkets and hypermarkets will help Minute Maid Pulpy grow at similar level this year,” continued Mr. Charnvit.
“This summer, Minute Maid Pulpy is introducing a new in-home PET package, 800ml, perfectly fit for sharing with family for more refreshing experience at home. The new sizing is available in orange flavor with pulp at 39 baht at leading convenient stores, supermarkets and hypermarkets nationwide.”
Minute Maid is the world’s largest juice drink brand by the Coca-Cola Company. The global Minute Maid portfolio of beverages includes over 100 flavors and varieties, including Minute Maid Pulpy. The brand has recently joined The Coca-Cola Company’s roster of billion dollar brands.
Photo captions
‘Pulp Me’ sampling activity led by brand ambassador Naded Kugimiya to surprise target consumers in the Siam Square area.
Naded Kugimiya surprised target consumers with Minute Maid Pulpy
“Surprisingly Pulpy,” a pleasurable experience beyond the ordinary
Minute Maid Pulpy in the new 800-ml PET bottle