Bangkok--Mar 30--Ogilvy Public Relations Worldwide
Mirinda is all set to cool down the summer heat with the new intense taste, intense fun provided by its new “Mirinda Sparkling Lime”, following the exciting launch of Mirinda’s new campaign ambassador “Num -Sornram Teppitak” earlier this year.
Mr. Charlie Jitcharoongphorn, Marketing Director of Pepsi-Cola (Thai) Trading Company Ltd., said, “Competition is high in the flavored soft drink market. Mirinda has to move quickly to win the game with our “intense taste, intense fun” strategy as a weapon, which has helped us expand our customer base. Developed based on this strategy, Mirinda Sparkling Lime is the latest innovation offering the sharp, refreshing taste of lime. It will be the perfect soft drink for the hot summer season, when the demand for thirst-quenching product is high. It will also inspire young adults to have fun and enjoy themselves. We are upbeat and very much confident Mirinda Sparkling Lime will encourage growth in the market.”
Mirinda Sparkling Lime is the latest innovative soft drink - with its uniquely sweet flavor mixing well with the refreshing sour taste of lime. The deep color of the drink, which reflects the intense taste consumers will enjoy, also highlights the experience of intense fun Mirinda offers through its challenging, innovative products.
Mr. Dhitivute Bulsook, Marketing Director, Serm Suk Public Company Limited, said, “Research is the backbone and key success factor of all our initiatives. Again this time, our research shows that 94% of consumers who have tasted Mirinda Sparkling Lime really love its taste and intend to buy it. This is an impressively high percentage that has never been achieved before. This finding gives us more confidence in this innovative product. The overwhelmimg success of the Mirinda Sparkling Lime launch in other countries also convinces us of its future success here in Thailand.” Backed by thorough preparation, Mirinda plans exciting launch activities which will reinforce the “intense taste, intense fun” platform.
In the new TV commercial, “Num — Sornram Teppitak”, the new brand ambassador, will express fun experience and challenges that consumers will surely enjoy while being inspired by drinking Mirinda Sparkling Lime. Such fun and adventurous concept will also be conveyed through all other marketing activities including advertisement through point-of-purchase and innovative media channels as well as testing booths nationwide.
At the unique launch activities, Sornram Teppitak will form a team of adventurous-minded young artists to stage “Intense Fun Operations” in big cities across the country. Consumers will have opportunities to experience the intense taste and intense fun brought by Mirinda Sparkling Lime.
Mirinda Sparkling Lime is available now in 325 ml. can, 10 and 15 Oz peel bottles, and 1.25 Lt PET bottles.
For more information please contact:
Voranica Nagavajara([email protected])
Juraikarn Trakulvech ([email protected])
Ogilvy Public Relations Worldwide Ltd.
Tel. 0 2205 6000 ext. 6611, 6626
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