Bangkok--6 Mar--Communication and More
“SUNTORY”, one of the leader in ready-to-drink tea market in Japan, with its distinct healthy oolong tea flavor, is ready to confirm its leading position with the new product “SUNTORY TEA+ Oolong Tea with Osmanthus”. This new refreshing drink in the “SUNTORY TEA+ Oolong Tea” line emphasizes the pure flavor of oolong tea with the soft scent of Osmanthus. The brand plans to invest more than Bt 500 million for the “NHEE MUN MAI PON (Can’t Run Away From FAT)” campaign, promoting and emphasizing on the instant benefits from drinking the Oolong tea with OTPP.
Mr. Seishi Ueno, Chief Operation Officer of Tipco F&B Company Limited, asserted that the ready-to-drink tea market in Thailand is highly competitive which leads to a continuous growth of the market. At the same time, the progression of the market is also contributed by more and more consumers who become more aware about their health; they tend to choose healthy refreshments that are tasty and have aromatic scents.
Suntory Holdings Limited of Japan is a well-known expert in research, production and development of oolong tea for more than 32 years. It is the number one groundbreaker in sales. “SUNTORY” products had been warmly received in Thailand—all three flavors “SUNTORY TEA+ Oolong Tea” had become the choices of many only after three months of launching, selling more than 10 million bottles last year. These three flavors included 1) Original—with fragrance and smoothness, 2) Gardenia Lemon—with the perfect balance of sourness and sweetness, and 3) No sugar—the original taste of oolong tea. With the unceasing success, SUNTORY is ready to introduce the latest product line, “SUNTORY TEA+ Oolong Tea with Osmanthus”.
Introducing “SUNTORY TEA+ Oolong Tea with Osmanthus” Highlighting the Pure Oolong Taste
The first launching of ready-to-drink oolong tea in Thailand, “SUNTORY TEA+ Oolong Tea”, was introduced last year with the concept “Oolong TEA+…KIN KUN HAI MUN PAI LOEY”. The focus of the products is the distinct tea flavor with fragrance and smoothness rather than bitterness and astringency—using no artificial coloring or preservatives.
“SUNTORY TEA+ Oolong Tea” is a result of research that caters to Thai consumers in particular—in terms of flavors and desired qualities and benefits of the products from OTPP and others. OTPP is extracted polyphenol, and this extracted polyphenols have health function. This makes OTPP different from other polyphenol. Suntory have own technology to extract OTPP from oolong tea polyphenol and proved the effectiveness of the oolong tea drink with 70 mg OTPP by academic paper. Since Suntory have the technology to extract OTPP from polyphenols, Suntory can produce the oolong tea which has refreshing taste with 70 mg OTPP. This can be considered as the first oolong tea drink produced solely for the Thai market, targeting those who are between 25 and 35 years old who are health concern, with modern working lifestyle.
Currently, “SUNTORY TEA+ Oolong Tea” product line includes four flavors: 1) Original—offering fragrance and smoothness, 2) Gardenia Lemon—offering a perfect mixture of sweetness and sourness, 3) No Sugar—offering the pure taste of oolong tea, and 4) Osmanthus—offering the soft, relaxing, refreshing scent. “SUNTORY” believes that the new Osmanthus addition will receive a good response and also increase the customer base. “SUNTORY TEA+ Oolong Tea with Osmanthus” is offered in modern-designed, on the go 500 ml. bottles at the price of Bt 20. This latest addition had been distributed by DKSH to convenient stores, supermarkets, malls, SQUEEZE bar, and other retailers across the country since the end of last year.
Announcing Brand Ambassador and New TV Commercial
The designated brand ambassador “Bom – Tanin Manoonsilp” is featured in the new 30 seconds commercial “Oolong TEA+…KIN KUN HAI MUN 2”. This commercial presents a couple who are enjoying greasy food. However, they do not find greasiness as a problem as they drink “SUNTORY TEA+ Oolong Tea with Osmanthus” after their meal. This ad’s premiere will be released on February 28, 2014. Furthermore, there will be various activities accompanying the launching of this beverage; the “Oolong TEA+, Refreshed…KIN KUN HAI MUN PAI LOEY” caravan with various celebrities. The caravan tour will be passing samples and is set to begin at Tipco building on March, 2014 and continues to various flea markets (such as Channel 3 flea market and Jatujak flea market), department stores, shopping centers, and offices.
Immense Budget for Integrated Marketing Campaign
Tipco and SUNTORY had set aside more than Bt 500 million for advertisement campaign, emphasizing the product’s distinct features to consumers and target groups. The integrated marketing will include PR activities through both above-the-line and below-the-line media televisions, radio, newspapers, flyers, brochures, online media, department stores’ promotions, BTS advertisements, outdoor campaigns, as well as ad spaces at various universities in order to quickly reach out to target groups comprehensively. “SUNTORY” believes that with the satisfying flavor, outstanding quality, and effective and continuous promotions, “SUNTORY TEA+ Oolong Tea” will become the new hit in no time.
Presently, the ready-to-drink green tea market in Thailand has an estimated value of Bt 16,500 million and seems to continuously grow at approximately the rate of 25 percentage per year. The market is expected to expand even further due to intensifying competitions as well as the launching of healthy and refreshing “SUNTORY TEA+ Oolong Tea with Osmanthus” the new colorful healthy refreshing addition to consumers’ choices.