Bangkok--18 Apr--Serm Suk Mirinda adds sparks to teenage consumers’ imagination through a new campaign called “Mirinda Spark Your Imagination” which marks the rise of the digital era in the soft drink market. The campaign starts by reinforcing Mirinda’s intense taste and intense fun strategy and bringing freshness to consumers through its latest sweet and sour Mirinda Berry Punch. This is followed by tapping one of Thailand’s coolest superstars Film-Rattapoom Tokongsap as the new brand ambassador. Mirinda will also add a few more sparks to the soft drink market by bringing in a new platform of communication that perfectly matches teenage consumers’ lifestyle. Mr.Charlie Jitcharoongphorn, Marketing Director of Pepsi-Cola (Thai) Trading Co., Ltd., said “Throughout the year 2006, Mirinda has successfully introduced new trends among teenage consumers. Through our “intense taste and intense fun” strategy, we launched “Mirinda Cool Grape”, a unique fizzy taste of grapes that continues to be one of consumers’ most favorite soft drinks, together with a variety of fun marketing activities in Mirinda style. The “Intense Luck With Mirinda” campaign that we launched to welcome back Superman was also hugely and positively received by consumers. Having Ken-Theeradej as our brand ambassador has helped us to bring fun and exciting moments to consumers, and let them get closer to our brand. Through these activities, we were able to clearly communicate our unique and strong positioning. This resulted in a 5% sales growth by the end of 2006. “For 2007, Mirinda will further intensify the fun and excitement in the soft drink market through a new marketing strategy specifically developed for teenage consumers. The Mirinda brand will be used as the tool to spark consumers’ imagination by bringing together the real world and the virtual world. Our new campaign “Spark Your Imagination” will do that and we are confident that consumers will enjoy it to the fullest,” added Mr.Charlie. According to Mr.Dhitivute Bulsook, Marketing Director of Serm Suk Public Company Limited, “With this new campaign, Mirinda aims to intensify the spark in teenage consumers’ imagination through a series of activities. First, we will introduce the new scented, sweet and sour “Mirinda Berry Punch” which was positively received by consumers who tried it during our taste tests. The Mirinda Berry Punch is an exciting and colorful drink — and fun like a cocktail drink — and we are sure that consumerswill like it. In addition, we will have new brand ambassador whom we specifically choose from his personality that fits our brand’s character as well as the virtual concept of this campaign. “Film-Rattapoom Tokongsap” is personally a fun and talented teen idol who lives life to the fullest. So, we are confident that he will perfectly communicate the intense fun to all consumers.” “Moreover, from our survey, we have found out that digital media has now become more and more important to consumers’ lives. Therefore, through this campaign, Mirinda will use a New Digital Communication strategy to connect to teenage consumers using a series of media activities such as new TVC, billboard, website, games on mobile phones, games online, as well as digital animation. These new and trendy channels of communication are now a big hit among teenagers, therefore we believe that through our latest campaign, consumers will have more fun with Mirinda throughout the year,” said Mr. Dhitivute. “Mirinda Berry Punch” is now available at leading department stores in 325ml can, 10oz. and 15oz. bottle and 1.25L PET bottle. Pepsi-Cola (Thai) Trading Ltd./Serm Suk Plc. For Further information : Kanokwan Tungwancharoen ( [email protected] ) Tel. 02 693 2255 ext. 522 Click for photo release at www.thaipr.net