Bangkok--Mar 11--Maxima Consultants
alive — A Perfect Blend For Healthy Refreshment Coca-Cola creates the ‘functional refreshment’ segment with a perfect blend of sparking water, juice, vitamins and minerals
Coca-Cola, the leading total beverage company in Thailand, again demonstrated its leadership in developing great new products that meet the needs of today’s Thai consumers with the introduction of alive. alive provides the optimal combination of sparkling water with juice, vitamins and minerals to create a unique product that tastes great, is highly refreshing and has important wellness benefits. Beyond launching an important new product the Coca-Cola system in Thailand is pioneering a totally new beverage segment — “Functional Refreshment” for today’s in-trend urban young adults.
“We are very excited about the launch of alive and are confident that it will meet the needs for today’s urban young adults for a great tasting and refreshing beverage with nutritional benefits,” said Chuenhathai Vuntanadit, Marketing Manager for Coca-Cola (Thailand) Ltd. “Our research has found that these consumers are looking for ‘functional refreshment, beverages that not only quench their thirst, but also makes them feel healthy, vibrant and alive. alive is a perfect beverage choice for many occasions and reflects the trendy life style of urban young adults as well as offering them the best way to “refresh their thirst for life”.”
Extensive consumer research has shown that while many urban young adults would like to lead more healthy lifestyles, they do not want to give up great taste and fun. With the beverage choices currently on the market these consumers feel they have to make a trade off between healthy products and great tasting refreshment. This has led them to seek products that offer functional refreshment — health benefits that taste great and are fun. With the perfect blend of sparkling water, juice, vitamin C and beta carotene, alive is the perfect solution to this consumer need.
“When we did the consumer research for alive we were very pleased with the results,” continued Chuenhathai. “Of all the consumers we surveyed 99% said that they liked or strongly liked the product. Based on these results and the product’s attributes of great taste and nutrition we are sure that alive will be a success.”
The packaging for alive reflects a hip urban lifestyle; modern & stylish, confident, and active. A transparent label on a clear slim bottle indicating clean healthy refreshment. The graphic design that can be seen through the clear front panel appears to dance as the bottle is moved, which represents life’s beat. Additionally, the bottle itself is tapered at the middle and has ridges to make it easy to grip and carry — perfect for today’s urban young adults who are always on the go.
To support the launch of alive a complete integrated marketing campaign has been developed and which will encourage urban young adults to celebrate life and be aspirational in the way they live their lives. The underlying message of the campaign is “Life is a miracle, Keep it alive.” The alive campaign will include TVC’s entitled ‘Miracle’, print ads in newspapers and magazines, BTS advertising, billboards and POS. There will also be a sampling road show to BTS stations, office buildings, universities and fitness centers around Bangkok to 1 million target consumers. The first sampling event will be held at BTS stations starting from mid March.
alive represents the new ‘functional refreshment’ segment of the beverage industry and it represents the perfect blend of sparking water, juice, vitamin C, and beta carotene. The two alive flavors, Pomelo Splash and Citrus Surf, are available in 350 ml clear PET bottles at 15 Baht each. alive is currently available at 7-Eleven’s nationwide and will be on sale at all modern trade outlets in mid-April.
For more information, please contact
Maxima Consultants Co.,Ltd., Tel. 02-434-8300
Khun Suchinda
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