กรุงเทพฯ--7 มี.ค.--Dentsu (Thailand)
Mr.Takayuki Kushida, Managing Director of Otsuka Nutraceutical (Thailand) Co., Ltd., Pocari Sweat distributor, stated that, in 2018, the company aimed to better its brand awareness to make the brand more widely known among Thai consumers while promoting their health concern through the use of online and offline marketing strategies as well as various marketing activities to reach the target consumers more effectively.
The company has repackaged Pocari Sweat, using a bottle with an added sense of modernity and practicality, making it convenient for its consumers to drink and to bring along. The Wave pattern unique to Pocari Sweat and the redesigned packaging bottle that proves more durable make Pocari Sweat even more outstandingly appealing. Thailand is the first country to launch this new packaging, and the new packaging is planned to be used in other countries in the near future.
Moreover, the latest online TVC under the concept 'Lose to Live' was introduced, with Koy Ratchawin Wongviriya as the presenter. The TVC shows that, to achieve one's goal, sometimes it involves a lot of obstacles and losses. Although it is not easy, the result can always be appreciated. Whatever the challenge, Pocari Sweat is ready to stay beside the consumers to refresh their spirit. Presented through the online channels, the TVC will effectively reach its target and capture their attention as it corresponds to their lifestyle. Outdoor media are also added to achieve the target most effectively.
Also, to improve brand awareness, the company has planned to organize diverse marketing activities including online events, product sample provision, the launch of the Line Official and 'Pocari-Chan', brand character Line Stickers, and the launch of "Pocari-Chan" BTS cards, in cooperation with Bangkok Mass Transit System Public Company Limited (BTSC).
It was reported that drinks of the same category accounted for approximately 5,000 million baht last year, compared with that in 2016, showing a decline by 8.5% (according to research data of The Nielsen Company (Thailand) Co., Ltd.). However, Pocari Sweat's sales growth reached 80%. The company was therefore confident that it would enjoy further growth this year.