Bangkok--Jun 6--Maxima Consultants
The Coca-Cola system in Thailand has shaken the fastest growing beverage segment in Thailand, ready-to-drink green tea, with the launch of “ShiZen: Premium Green Tea Plus”. ShiZen Plus is a delicious green tea blended with the extracts of the complementary natural herbs preferred by Thai consumers. ShiZen Plus is the perfect beverage for discerning urban Thais who seek the ultimate balance between a desire for healthy living and a modern lifestyle with great taste and aroma.
There are two varieties of ShiZen Plus being launched each blended with special extracts of real herbs to provide unique flavors and benefits. ShiZen Plus with honey and lemongrass will help make the consumer feel purified of the toxins and pollutants that surround today’s urban Thais. ShiZen Plus with jasmine flavor and chrysanthemum has been specially formulated to help consumers feel revitalized and refreshed after facing the day-to-day stresses of modern life. Both kinds of ShiZen Plus will help Thai consumers find the right balance between living in the modern world and the desire to live healthier — without sacrificing great taste and aroma.
Chuenhathai Vuntanadit, Marketing Director, Coca-Cola (Thailand) Limited, said, “We have created ShiZen especially for Thai consumers. This product is really a new and highly innovative green tea that is unlike anything currently on the market. ShiZen Plus derives its distinctive benefits and flavor from the fact that it is a perfect blend of premium green tea with the extracts of the finest natural herbs. We are very confident that ShiZen Plus will win the hearts of Thai consumers.”
“ShiZen Plus is targeted at young adults aged between 20-34 years who have modern urban lifestyles and who are interested in living a healthier lifestyle. Our research found that 90% of consumers who tried ShiZen Plus really liked it due to its multiple benefits including great taste and aroma. Also, 90% of consumers who tried the product indicated that they would purchase it when it entered the market. In talking with consumers we also found that people mainly drink green tea for refreshment when they are at work or when they are on the go and ShiZen Plus is perfect for these occasions,” Chuenhathai continued.
ShiZen Plus is a true green tea innovation and is perfect for Thai consumers who want to live healthier without sacrificing great taste. The launch of ShiZen Plus will be supported with an extensive integrated marketing campaign including a sampling program targeting one million consumers, two TVCs (on brand introduction TVC followed by a thematic TVC), radio spots, POS materials and a public relations program.
ShiZen Plus is available in both modern trade and traditional trade outlets nationwide for Bt. 20 per 500 ml PET bottle.
For more information,
please contact Maxima Consultants Co.,Ltd.
Suchinda Angkanapiwat, tel. 02-434-8300
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