Bangkok--Jan 12--Ogilvy Public Relations Worldwide
‘Mirinda’ rides high on its successful “intense taste and intense fun” 2004 strategy via an expanded campaign in 2005 to further capture the growing flavor market. To kick-start the 2005 campaign, as well as sustain the appeal and drum up excitement amongst young adults, Mirinda, with Thai superstar ‘Num — Sornram Teppitak’ as its new brand ambassador, is all set to launch a new special promotion “Mirinda Challenge the Alps” which is backed by an integrated marketing plan.
Mr. Charlie Jitcharoongphorn, Marketing Director of Pepsi-Cola (Thai) Trading Company Ltd., is quite upbeat. “Mirinda carries on the previous strategy ‘intense taste and intense fun’ to capture new consumers, most probably within the young adults. The uniquely intense taste of Mirinda is shared with target consumers through Thailand’s superstar ‘Num — Sornram Teppitak’, who is the best representative of the intense taste of Mirinda and best fits Mirinda’s Brand characters i.e. active and fun. As Mirinda’s brand ambassador, ‘Num — Sornram’ will be responsible for creating a bond amongst different targets: target consumers, customers and employees through communication channels as well as joining the marketing activities. The first mission that ‘Num — Sornram’ will join is the new “Mirinda Challenge the Alps” promotion by traveling to Switzerland and France with the lucky consumers.”
Mr. Dhitivute Bulsook, Marketing Director, Serm Suk Public Company Limited, said “The new “Mirinda Challenge the Alps” promotion is one of the biggest promotional campaigns of the flavored soft drink market for this summer, which is expected to even exceed the tremendous excitement generated by the previous “Mirinda Challenge the Intense” campaign. With more than 5 million prizes, Mirinda makes the “Mirinda Challenge the Alps” promotion possible through the invaluable support of its important partners such as Major Cineplex, Major Bowl, KFC, Pizza Hut, IMAX, Dream World and Siam Park.”
The new “Mirinda Challenge the Alps” promotion will start from January 16 — February 28, 2005 at retail shops and all vending spots nationwide. Consumers can easily participate in this promotional campaign with Mirinda’s caps to win the three-tiered promotion. The three-tiered promotion is as follows:
1st Tier — Dream Prizes. Consumers are entitled to win the “Mirinda Challenge the Alps” trip to Swithzerland and France with Sornram. Consumers will intensely fun with various activities such as the Alps climbing, skiing, snowbroad and scaling the mountainside by tram.
2nd Tier — Discounted Prizes. See under the caps or crown caps of Mirinda or 7UP to win for discounted prizes worth from Bt20 to Bt149, with Mirinda’s great partners such as Major Cineplex, Major Bowl, KFC, Pizza Hut, IMAX, Dream World and Siam Park.
3th Tier — Redemption. Consumers can instantly win a chance to redeem a Mirinda Collection. Just bring four caps of Mirinda or 7UP plus Bt10 to exchange for a ‘Mirinda CoolTumbler’ worth Bt35, or four caps plus Bt50 for a ‘Mirinda CoolBag’ worth Bt135 at all vending spots nationwide.
To support the promotional campaign, a comprehensive programme is planned. This is led by a new TVC with Num-Sornram as the brand ambassador. Other promotional materials and activities include various POP materials, and creative ads including road show activities. In addition, Mirinda is coming up with new and eye-catching packaging designs for cans and PET bottles to attract consumers to try and experience Mirinda’s taste.
“We are strongly confident that continuing our “intense taste and intense fun” strategy and integrated marketing activities will reinforce the Mirinda brand and increase brand awareness. In addition, it will boost the total soft drink market growth in terms of new consumers and consumption volume,” said Dhitivute.
For more information:
Punchama Chatchen ([email protected])
Juraikarn Trakulvech ([email protected])
Ogilvy Public Relations Worldwide Ltd.
Tel. 0 2632 8300-7
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