Bangkok--21 Nov--Hill+Knowlton Strategies
50 million baht invested in new marketing campaign “Shake to Pleasure”
Brand ambassador Nadej Kugimiya couples with new rising star “Data” to communicate cool and refreshing benefits
New flavour set to strengthen Minute Maid Pulpy’s position as the best-selling juice drink in Thailand by offering consumers a new taste and expanding drinking occasions
The Coca-Cola system in Thailand introduces Minute Maid Pulpy’s latest product line extension, “White Grape Aloe Vera”. The new 50 million baht marketing campaign “Shake to Pleasure” will feature brand ambassador Nadej Kugimiya with new rising star Data Daruncharat to communicate cool and refreshing benefits of the product. Minute Maid Pulpy is confident that the new flavour will expand drinking occasions and continue to strengthen the brand’s position as the best-selling juice drink in the market.
Mr. Tanant Suwanraks, Marketing Manager, Coca-Cola (Thailand) Ltd. said, “The new flavour launch is part of our commitment to provide a wide variety of beverages for consumers. Minute Maid Pulpy, the leader in Thailand’s ready-to-drink juice market, is currently offering three choices of flavour with real orange pulp including Orange, Mango-Orange and Mixed Fruits. All three have been well received by our consumers and retailers. We are confident that the new Minute Maid Pulpy White Grape Aloe Vera will offer another choice for those looking for a cool, refreshing juice drink to help ease stressful daily routines.”
“We have allocated 50 million baht for our marketing campaign “Shake to Pleasure”, communicating to our target market of teenagers and young adults. Mainstream communication will include the new TVC “Shake to Pleasure” and bill board advertisements in Bangkok and upcountry featuring brand ambassador Nadej Kugimiya and new rising star Data, expressing the cool and refreshing feeling that the product gives. In addition, our sampling program will drive trial in key areas such as Siam Square, Asoke and Chatujak. Our year-end promotion will help to influence purchase of Minute Maid Pulpy products during the upcoming festive season” added Mr. Tanant.
Minute Maid is the best-selling juice drink brand in the world. The brand is known for its high quality ingredients, great taste and innovative product lines. Minute Maid Pulpy, with its tasty and pulpy experience, is one of the Coca-Cola brands that posted annual sales of over US$1 billion after a few years of launch. Minute Maid Pulpy was first introduced to Thai consumers in 2009 and has become an all-time favourite because of its quality ingredients, variety of flavours and pack sizes. The new flavour addition maintains brand uniqueness for high quality ingredients, a mix of real fruit bits, and favourable taste. The White Grape Aloe Vera flavour is set to strengthen Minute Maid Pulpy’s portfolio which grew by 70% last year amidst the highly competitive ready-to-drink juice market, currently posting an 11% annual growth rate.
Minute Maid Pulpy White Grape Aloe Vera consists of 20% white grape juice and 3% aloe vera bits. It is now available at 18 baht in 300-ml PET bottle at supermarkets and hypermarkets across the country.
For more information (Media only):
Coca-Cola (Thailand) Ltd.
Natha Boonprasit Tel. 02-835-1443
[email protected]
Hill+Knowlton Strategies Thailand
Orawee Wiriyathananon Tel. 02-627-3501 Ext. 221
[email protected]