Bangkok--12 Feb--Aziam Burson-Marsteller
Thai Drinks, in a move to reform the 47,000 million baht soft drink market, has launched “100Plus”, an innovative and functional carbonated soft drink for the first time in Thailand. It offers a refreshing taste and contains all the minerals people need to keep going in their active lifestyles. New 100Plus will totally change the carbonated soft drink (CSD) market by introducing a new segment called “Functional Carbonated Soft Drink”. The marketing strategy for 100Plus will build brand awareness through a wide range of communications channels under the concept of “Keep You Going” using three presenters – Toon Bodyslam, Pear Pimpisa and Toey Thiew Thai, all representing the young generation who live active lifestyles. Thai Drinks will conduct a massive sampling campaign for the new product, handing out more than 10 million samples of 100Plus across the country.
Mrs. Jesdakorn Ghosh, Vice President, Thai Drinks Co., Ltd., said, “The launch of a functional CSD under the 100Plus brand will revolutionize the Thai carbonated drink market, which has changed little for over 50 years. It’s a giant step for Thai Drinks to enter the Thai non-alcohol beverage market with a global brand recognized by the health-conscious new generation, as 100Plus has triumphed over some leading brands of carbonated drinks in several countries.”
“The CSD market is the second largest segment in Thailand with a value of 47,000 million baht and an average growth rate of 4%. Thai Drink believes the market has a higher growth potential than in the past, and the entrance of 100Plus with a marketing budget of 400 million baht will revolutionize the CSD market. The new functional CSD segment will make the market lively and build a strong base due to the trend of being more health conscious. According to a recent consumer survey, a significant number of Thai people are taking better care of their health and 100Plus will meet their requirements. It helps to rehydrate, refresh and replenish you to keep you moving in your daily active lifestyle,” she added.
“100Plus meets the demands of the new generation, whose active lifestyles involve a variety of activities during daytime, in the hot climate. This results in tiredness and fatigue, which is caused by the loss of liquid and necessary minerals while carrying out daily activities. The body does not only require refreshment, but also the repenishment of minerals it has lost, so people can continue with their daily activities,” said Mrs. Ghosh.
100Plus, an innovative functional carbonated soft drink, highlights “refreshing” with a light fruit flavor and six minerals that help replenish lost fluids and does not contain any caffeine. This enables you to keep going and achieve peak performance during your daily active lifestyles. 100Plus comes in two flavors, Citrus and Lemon Lime.
Thai Drinks will create a 100plus phenomenon through a full-scale marketing campaign across all channels to create awareness and understanding of the benefits of 100Plus under the concept of “Keep You Going”. Three top presenters who live an active lifestyle – Toon Bodyslam, Toei Thiew Thai, and Pear Pimpisa Chirathivat – have been named as the 100Plus presenters who represent the young generation who pursue active lifestyles and demand peak performance. The company will hold a massive giveaway of more than 10 million samples of 100Plus, the largest product sampling in Thai history. The sampling program will run throughout the whole year.
"We are confident in the potential market strength and readiness of 100Plus. It’s an innovative carbonated soft drink that meets the demand for a product with a refreshing taste that rehydrates and replenishes, which has made 100Plus very popular throughout Asia and around the world. It will reform the CSD market and help us achieve first-year sales of 2.5 billion baht. 100Plus will be a new chapter of success in the Thai beverage market and the region,” concluded Mrs. Ghosh.