Bangkok--12 Mar--Maxima Consultants
New marketing communications campaign and nationwide focus on product availability designed to grow leadership position of Minute Maid Splash in the juice drink market
Coca-Cola Thailand is launching this month a new marketing communications campaign behind its fortified orange juice drink Minute Maid Splash. The “Splash Up Your Day” campaign is designed to further strengthen the leadership position of Minute Maid Splash in the juice drink market. Coca-Cola Thailand is supporting the campaign with a strong emphasis on product availability - the company plans to expand the distribution of Minute Maid Splash to reach 90% of Thai consumers nationwide.
“Minute Maid Splash has already been a big success with Thai consumers and the brand has now reached a leadership position in the juice drink market in Thailand. Through our new “Splash Up Your Day” campaign we plan to sustain the momentum and build continued excitement behind the Minute Maid Splash brand and the juice category,” said Ms. Chuenhathai Vuntanadit, Marketing Director, Coca-Cola (Thailand) Limited.
According to AC Nielsen, Minute Maid Splash gained a 14% value share in 2006 becoming the leading brand in the Bt5,800-million juice drink market in Thailand., The ready-to-drink juice category in Thailand is seeing significant double-digit growth in Thailand and grew at a rate of nearly 30% in 2006 as compared to 2005 according to reports from AC Nielsen.
The “Splash Up Your Day” campaign is designed to strengthen the appeal of Minute Maid Splash and reinforce the brand’s message around superior quality. “Splash Up On The Beach”, the new 30-second TV commercial, talks about the way that Minute Maid Splash invites consumers to ‘splash’ natural vitality to themselves and the world around them. Beyond television advertising, the fully-integrated campaign includes radio and cinema advertising, public relations, a series of outdoor ads and extensive sampling activities for Thai consumers. The campaign is expected to reach 85% of consumers nationwide within a month.
In addition to the new ‘“Splash Up Your Day” campaign, Coca-Cola Thailand is also continuing to expand the distribution of Minute Maid Splash to reach 90% of Thai consumers nationwide. This will put Minute Maid Splash within arm’s reach of Thai consumers so they can experience the great-tasting juice drink of full flavored orange juice, similar to the widely available freshly squeezed juice.
“We’re constantly listening to Thai consumers and innovating to meet their needs. Consumers today are becoming more health conscious and they’re seeking juice drinks that are convenient, healthful and great-tasting and that come at the right price — Minute Maid Splash delivers on all counts. We’re confident that our new ‘Splash Up Your Day’ campaign together with expanded product distribution nationwide will increase the popularity of Minute Maid Splash among Thai consumers and further grow the brand’s leadership position here in Thailand,” Ms Chuenhathai concluded.
Minute Maid Splash was launched in Thailand in 2005 to meet consumer needs for a juice drink that is healthful and refreshing as well as great tasting and convenient. Minute Maid Splash is available in both 250ml. returnable glass bottles (Bt10) and one-way-glass packaging (Bt13).
About Coca-Cola in Thailand
For over 50 years, the Coca-Cola system has been the leading non-alcoholic ready-to-drink beverage business in Thailand. The Coca-Cola system in Thailand comprises Coca-Cola (Thailand) Limited, and its two locally licensed bottlers, Thai Pure Drinks Limited and Haad Thip Public Company Limited. The Coca-Cola system in Thailand produces Coca-Cola, the world’s favorite soft drink, as well as Fanta, Sprite, Schweppes, A&W Root Beer, Namthip bottled water and Minute Maid Splash.
For further information, please contact:
Maxima Consultants Company Tel 02-434-8300
Suchinda, Saengnapa, Pitiya
Click for photo release at www.thaipr.net