Bangkok--29 Jan--Hill+Knowlton Strategies
- Minute Maid™, a quality product from Coca-Cola Thailand, has launched its marketing strategy for 2014 called New Fresh Beginning with Minute Maid™, a fully integrated campaign for its portfolio of products which features Splash™, Pulpy™ and Nutriboost™.
- Coca-Cola System in Thailand has invested 100 million baht into the campaign, which features premier Thai celebrity James Jirayu as the brand’s new ambassador, and has been designed to encourage Thai people to start new fresh beginnings every day with Minute Maid™.
- Minute Maid™ is the world’s number one juice and juice drink brand with a heritage of more than 60 years offering a wide variety of products in more than 100 countries.
The Coca-Cola system in Thailand today announced the launch of its first marketing campaign for 2014 called New Fresh Beginning with Minute Maid™, by encouraging Thai people to give family and friends a new fresh beginning everyday with Minute Maid™, the world’s number one juice and juice drink brand.
The exciting, fully integrated marketing campaign for the Minute Maid™ portfolio, which includes Splash, Pulpy and Nutriboost, is backed by an investment of 100 million baht and introduces new brand ambassador James Jirayu, who whole-heartedly embodies the new fresh beginning and lively character of the Minute Maid™ brand.
The campaign heavily focusses on TVC, in-store promotions, eye-catching out-of-home signage, digital downloads, social media competitions and an exclusive promotion to build brand awareness and brand experience. To further drive consumer preference, Minute MaidTM will also roll-out a widespread sampling program for the campaign’s duration, which aims to reach a significant number of consumers across Thailand.
Mr. Diggy Dey, Business Development Director, Coca-Cola (Thailand) Ltd., said, “Thai people traditionally like to give orange for good fortune as a symbol of new beginning, so now is the ideal time for us to remind consumers that Minute Maid™, with its market-leading portfolio consisting of Splash, Pulpy and Nutriboost, is the perfect refreshing beverage to share with family and friends for festive occasions as well as for their own fresh, new beginnings each day.”
“Our brand’s category-leading strategy is to continually provide Thai people with a wide range of beverages that best satisfy their daily needs. Today’s launch of our New Fresh Beginning Campaign will reinforce Minute Maid™ as the world’s number 1 juice and juice brand and as a refreshing way to start the day, every day, by truly giving consumers a fresh, new beginning,” he said.
“We have invested 100 million baht into a new integrated marketing campaign to be rolled out nationwide, where consumers will be invited to engage and interact in our far-reaching campaign featuring an exclusive song by James Jirayu, who is the perfect brand ambassador for Minute Maid™ with his lively, fresh personality and talent, and who shows contagious enthusiasm for the brand and its character.
“In order to remind consumers how much they love the Minute Maid brand, we have launched a new TV commercial alongside out-of-home media and other online activities, in addition to wide-spread sampling activities. This year, we will also excite our consumers with a fantastic promotion by encouraging Thai people to make a wish to win a dream trip to Samui with James Jirayu,” said Mr Dey.
Mr. Tanant Suwanraks, Marketing Manager for New Business Development, Coca-Cola (Thailand) Ltd., said, “According to Nielsen, the market value of the juice category in Thailand is more than 10 billion baht. Our New Fresh Beginning with Minute Maid™ campaign will ensure we continue to drive strong performance for the coming year so that we continually meet the refreshment needs of consumers with our leading range of world-class brands available in Thailand.”
“The Coca-Cola system in Thailand's strong portfolio of Still beverages which includes Minute Maid™ Splash, Minute Maid™ Pulpy, Minute Maid™ Nutriboost, Namthip and the recently launched Habu, has been growing steadily year on year.”
“We have identified some exciting growth opportunities in the category so we will be investing significantly into the Minute Maid™ and Still portfolio of brands in 2014 with some exciting developments to be unveiled in the coming months which we know Thai people will love.”
“We are confident this continued investment into the Minute Maid™ portfolio will remind consumers about the wide range of choices we offer as well as strengthen our Still beverage portfolio. As Thailand’s leading Beverage Company, we don’t take lightly the responsibility we have in bringing our customers the best, great tasting drinks,” said Mr. Tanant.
The New Fresh Beginning with Minute Maid™ Campaign
The fully integrated marketing campaign launched in December 2013 and has been developed to ensure high impact results and quick brand recall through an investment of 100 million baht. The campaign focuses heavily on TV commercials; cinema, print, radio and banner advertising; in-store promotions; eye-catching out-of-home signage; widespread sampling, digital downloads including an exclusive Minute Maid™ song performed by James Jirayu; and interactive social media content.
In addition, the campaign also invites Minute Maid customers to enter a special promotion, called ‘Refresh every day and join dream trip with Minute Maid’ to win first prize of a trip to Samui with James Jirayu for 3 days and 2 nights in total of 12 prizes (2 persons per prize); or second prize is domestic flights with Bangkok Airways to eight domestic destinations in total of 480 prizes (2 seats per prize) which will be drawn for 40 prize per week. The competition is open from now until 15 April, 2014. For more information, please visit Facebook page at www.facebook.com/MinuteMaidPulpyThailand and www.facebook.com/Nutriboost .