Bangkok--1 Aug--Hill+Knowlton Strategies
- Sales value of Minute Maid Pulpy grew by 57% in first half of 2012
- 80 million baht marketing investment for second half of the year
- Launch of first ever nationwide consumer promotion — offering exclusive trip to Florida with brand ambassador Nadej Kugimiya to explore the origin of orange pulp in Minute Maid Pulpy
The Coca-Cola system in Thailand celebrates Minute Maid Pulpy’s continued growth, announcing a sales value increase of 57% in the first half of 2012 ,compared with the same period last year. The brand has grown significantly since its first launch in 2009 and is now the leading juice drink in Thailand.
Building on this growth momentum, Minute Maid Pulpy has set aside a marketing budget of 80 million baht for the second half of this year to boost awareness of the quality of the oranges sourced from Florida, USA, where the mother brand, ‘Minute Maid’ originates. To highlight this occasion, Minute Maid Pulpy is also launching its first-ever nationwide consumer promotion to win an exclusive, all-expenses paid trip with brand ambassador Nadej Kugimiya to Florida where the orange pulp in every Minute Maid Pulpy bottle is sourced.
“We have seen a remarkable 57% increase in sales value so far this year, which is considerably higher than the 12% growth rate of Thailand’s ready-to-drink juice drink market. To sustain Minute Maid Pulpy’s growth into the second half of the year and beyond, we have invested 80 million baht in online and offline marketing communication activities. The fund is part of a total 170 million baht marketing budget for the Minute Maid brand in 2012,” said Mr. Charnvit Charindhorn, Senior Vice President for New Categories and New Business Development, ThaiNamthip Ltd.
He added, “A refreshing, delicious and nutritious juice drink with high-quality juice and real orange pulp from Florida, Minute Maid Pulpy has become a Thai consumer favorite juice drink. We want to strengthen awareness amongst our target consumers that every bottle of Minute Maid Pulpy contains best-quality orange pulp delivered to them straight from Florida, Minute Maid’s birth place. This is why we are launching this very special promotion which will allow six lucky-draw winners and a companion of their choice from across the country to visit Minute Maid’s orange groves and the world-famous attractions of central Florida exclusively with brand ambassador Nadej Kugimiya.”
Customers can join the lucky draw by simply sending in a Minute Maid Pulpy cap of any flavor and size together with name, mailing address and contact number to P.O. Box 49, Pasiecharoen, Bangkok 10160. The lucky draw prizes include six trips for two to Florida, worth 1,440,000 baht in total. The prize draw will take place on 11 October 2012, and the winners will be notified by postal mail. The trip is scheduled for 5-10 December 2012.
The 12 lucky winners will get a chance to visit Minute Maid’s orange groves near Orlando, Florida, considered to be the world’s best source of oranges, take a tour of the Minute Maid Juice Center, relax at Disney World and the famous Epcot Center and shop at brand-name outlets.
“In addition to the Florida promotion, an integrated advertising campaign via television, radio, print and point-of-sale material will be launched with fun games and activities on Minute Maid Pulpy’s Thailand Facebook page at www.facebook.com/Minute.Maid.Pulpy.Thailand. We believe that these special activities will help bring consumers closer to the brand whilst ensuring the sustainable growth of Minute Maid Pulpy in what is a highly competitive ready-to-drink market,” added Mr. Charnvit.
Minute Maid was developed in the 1940s in the USA. Currently, it is the world’s largest juice drink brand and is wholly owned 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.
For more information on the Florida trip promotion, please contact 02-616-5555 for the Bangkok area and 1800-2-9555 (free of charge) for upcountry. Keep updated via Facebook at www.facebook.com/Minute.Maid.Pulpy.Thailand.