Bangkok--7 Dec--Hill+Knowlton Strategies
NAMTHIP LAUNCHES ‘SOFT IS GOOD’ CAMPAIGN TO BOOST THE ECO-CRUSH BOTTLE
- Launches new Namthip ‘Soft is Good’ campaign with new TVC to air which began airing 26 November
- Highlights its environmental friendly manufacturing innovation that uses fewer natural resources, including gasoline and electricity
- Encourages consumers to co-create ‘Namthip Thinking Water’ phenomenon as new year greetings
The Coca-Cola system in Thailand’s ‘Namthip Thinking Water’ phenomenon lives on as Namthip announced its new ‘Namthip Soft is Good’ campaign. The fully integrated marketing communications program will generate consumer awareness on what distinguishes the Namthip Eco-Crush bottle — its design and sustainability.
Doubling down on the original ‘Namthip Thinking Water’ campaign, the company has kicked off its new ‘Namthip Soft is Good’ campaign with a TV commercial that has been airing since the 26th of November. The commercial will highlight the Eco-Crush bottle’s features and advantages: its easy-to-crush softness; the fact that it uses 35% less plastic and significantly reduces recycled waste volume; and that fewer resources, such as gasoline and electricity, are consumed during manufacturing and transport. The commercial will impart Namthip’s signature style while staying simple and fun as it conveys how sustainability is built into the bottle.
Designed with the planet in mind, the new Namthip bottle consumes fewer resources during manufacturing, helps save on transportation-related CO2 emissions and is 100% recyclable.
What’s more, the Namthip Eco-Crush bottle makes it easy for consumers to be green — they just need to follow three fun, simple and sustainable steps: 1) Choose, 2) Drink and 3) Crush.
Mr. Charnvit Charindhorn, Senior Vice President for New Categories and New Business Development, ThaiNamthip Ltd., said, “By focusing on these three easy steps, we’re working to inspire consumers to make smarter and life-changing decisions to do their part in making the world a better place. It’s our view that a little change by a lot of people can make a big difference.
After the ‘Namthip Thinking Water’ campaign was launched, Coca-Cola supported it with a Bht100 million marketing budget, helping the program achieve the overwhelming success it enjoys today.”
This year, to celebrate the upcoming holiday season festivities, Namthip has recently unveiled the ‘Namthip Eco Christmas Tree’. The company encouraged consumers to donate crushed Namthip bottles as New Year’s greetings by following the three simple and fun steps — 1) Choose, 2) Drink, 3) Crush. Participating consumers then placed them in one of the Namthip drop boxes located at Siam Discovery, Siam Paragon and Paradise Park. Each one of these crushed bottles was then collected and used to build the Namthip Eco Christmas Tree.
The celebration to unveil the completed eight-meter tall Christmas tree made from Namthip bottles took place on the 3rd of December. The event was joined by Tanant Suwanraks, Marketing Manager for New Business Development of Coca-Cola (Thailand) Ltd., together with edgy celebrity couple, Yong Armchair and Koy Saturdaysayko and main actor from the new TV commercial, Kanin Stanley. The Namthip Eco Christmas Tree will remain up through the 15th of January 2013.
Namthip was recently awarded the 2012 Corporate Social Responsibility Excellence Recognition by the American Chamber of Commerce (AMCHAM). The Coca-Cola system has achieved the Thai-US Creative Partnership designation for its work promoting its innovative Namthip ‘Eco-Crush’ bottle through the unique ‘Namthip Thinking Water’ campaign, designed with sustainability and environment in mind.
Namthip’s new PET bottles are engineered to compress when twisted, reducing plastic usage by 35% compared with previous design. Still recyclable and still able to meet the high quality standards set by the Coca-Cola Company, the Namthip bottle will be the lightest weight bottle produced in Thailand (10.7g for 550ml bottle)*, with a light weight cap for maximum weight and space reduction. Though its attractive green leaf logo and cleverly designed bottle shape for easy crushing are new, Namthip still fills the bottles with the same refreshing, high quality water consumers know and love. * By PET weight per size (g. per ml.)
About the Coca-Cola system in Thailand
The Coca-Cola system in Thailand consists of Coca-Cola (Thailand) Limited as the brand proprietor responsible for marketing activities, and its two local bottling partners — ThaiNamthip Ltd. responsible for 62 provinces of Thailand, and HaadThip Public Company Ltd. serving 14 southern provinces. The Coca-Cola system’s portfolio of beverages in Thailand includes Coca-Cola, Coca-Cola Zero, Coca-Cola Light, Fanta, Sprite, Schweppes, A&W Root Beer, Minute Maid Splash, Minute Maid Pulpy and Namthip.
About Live Positively commitment
LIVE POSITIVELY is the Coca-Cola system’s commitment to making a positive difference in the world by redesigning the way we work and live so that sustainability is part of everything we do. LIVE POSITIVELY is focused on seven core elements that are key to our business sustainability; Beverage Benefits, Active Healthy Living, Water Stewardship, Sustainable Packaging, Climate, Community and Workplace.