Bangkok--19 Sep--Verve Public Relations Consultancy
"Pepsi" cola drink by Suntory PepsiCo Beverage (Thailand) Co., Ltd. is now strengthening itself upon the launch of "Pepsi LIME Flavor" through a newly-formed partnership with "GrabFood", one of the top names in food delivery service, to unitedly launch a campaign entitled "Delicious and Fun with Pepsi LIME Flavor" to impress consumers and stimulate carbonated beverages market with deals on mouth-watering menus and exclusive add-ons.
Laddawan Lertwasin, Senior Marketing Manager – Cola of PepsiCo Services Asia Limited said "Many Thai consumers are keen to order their meals through food delivery service, available right on their smart devices, and this is considered as a major shift in meal purchasing behaviors of Thai consumers. Popularity of food delivery service is grounded on convenience, variety, as well as promotions allowing consumers to earn more. 'Pepsi' catches this emerging trend and partner with 'GrabFood' which is one of fan-favorite food delivery applications to organize a 3-month co-campaign period under the theme of 'Delicious and Fun with Pepsi LIME Flavor' to reinforce image of Pepsi as a favorite brand of beverages of Thai consumers during meals and to directly reach new-gen consumers through fun, fizzy, and amazing food delivery experiences.
Food delivery applications have significantly changed consumer behaviors according to a recent survey by Kasikorn Research Center. 63 percent of the sample group said food delivery applications yield some certain effects to their consumption behaviors particularly food ordering as they tend to order them by using these applications. Up to 88 percent of the sample group said they order food and drinks from food delivery applications based on promotions and offers.[1]
Chantsuda Thananitayaudom, Marketing Head of Grab Thailand further explained "Dining is a crucial foundation of Thai society and culture as it is an activity can bring happiness in everyday life. With this belief, GrabFood would like to quickly and efficiently delivery happiness to Thais and we need to constantly maintain our reputation as a food delivery service with an array of finest food and beverages partners to ensure we can answer to sophisticated needs of customers. This partnership with 'Pepsi' which carries an image among Thais as a cola drinks brand deeply associated with meals is a pleasing opportunity for GrabFood. We are certain campaigns we are going to present throughout this 3-month period under this partnership will be able to fulfill demands of consumers and generate experiences of deliciousness to consumers. GrabFood is determined to walk alongside our partners particularly Pepsi to meet all needs of today's consumers." This "Pepsi x GrabFood" co-campaign aims to simultaneously vivify carbonated soft drinks market and food delivery market in the last quarter of the year 2019 as it is going to utilize following campaigns, activities, and promotions that should wow consumers!
- Co-Branding "Pepsi x GrabFood"
Pepsi and GrabFood are going to co-create marketing and communications campaigns to reach wider consumer groups by using offline and online channels including OOH media, online and social media, a special food bag design, and cars wrapping so delivery cars of GrabFood in Bangkok become a mobility advertisement platform.
- Co-Content attracting modern-day workforce to generate engagements
A survey to gain insights about period with peak food delivery requests revealed that up to 40 percent of the sample group generally place their orders during business hours throughout every workday. Pepsi and GrabFood thus would like to invite food connoisseurs working in offices across the nation to join "Office Challenge". Registration will be opened on the 4th week of September via GrabFood. Winning offices will be rewarded with a free lunch feast as well as a surprising mini concert by The TOYS and Grab Boys right at their doorsteps.
- Co-Promotion to maximize fizziness and deliciousness
- Pepsi will be a part of "GrabFood 8.8 Mega Sale" campaign with discounts and deals for GrabFood users.
- GradFood users who order at least 300 baht of food and use the "LIME" promotional code will be able to redeem a premium Pepsi Lunch Box valued 123 baht (for first 400 eligible customers) as a gift for consumption convenience. This promotion starts from 1 to 30 September or until stock lasts.
- First 15,000 GrabFood users who order at least 100 baht of food menus from participating dining places from 1 to 31 October will get a 245 ml "Pepsi LIME Flavor" (valued 12 baht) as a complimentary.
Details and further information of "Pepsi LIME Flavor" can be accessed at PepsiThai Facebook page and PepsiThai LINE Official Account.
[1] https://kasikornresearch.com/th/analysis/k-social-media/Pages/20190607_00.aspx