Bangkok--14 Mar--Aziam Burson-Marsteller Twister orange juice drink, a product under the world’s #1 juice brand Tropicana, has aggressively moved to expand its market with the launch of Twister in 250ml returnable bottles. The new channel penetration comes with an aim to double sales growth and will be communicated under the “balance between sweet & sour” concept. A TV commercial featuring two star presenters is also planned for release tomorrow (14 March) to reach out to consumers nationwide. Charlie Jitcharoongphorn, Marketing Director for Pepsi-Cola (Thai) Trading Co., Ltd., said, “Twister orange juice drink was introduced in Thailand’s modern trade 2 years ago and received excellent feedback from urban consumers. The health and wellness trend has served to increase juice drink consumption, especially in orange juice, which has become the most popular juice drink among Thai people. This fact has resulted in a growing demand for Twister from people across the country, including traditional trade outlets and food shops. “To meet the changing needs of consumers, we have decided to extend Twister into a returnable bottle. This will make the product available to a greater number of consumers who will now be able to experience the great taste of Twister anywhere, anytime. Twister has vitamins A, C and E and thus offers nutritional benefits to consumers,” said Charlie. “Twister in returnable bottles is specially designed to suit today’s consumer lifestyles. The bottle itself has a modern twist design, which is easy to hold. It is also being made available with a magic price point strategy of 10 baht per bottle. Backed by an intensive marketing campaign, we target that today’s product launch will help elevate Twister to become a leader in juice drink market. We target double sale growth and double market share,” added Charlie. Isaress Sundravorakul, Marketing Manager, Serm Suk Public Company Limited, said, “Recent consumer insights regarding Twister as compared with competitive brands, showed that the optimal balance of sweet and sour flavors is the key functional benefit of Twister, as well as a point that hits the hearts of consumers and made Twister the leader in the modern trade. We therefore decided to use this unique strength as the concept behind our new ‘Balance of Sweet and Sour’ campaign, which supports our penetration into the returnable bottle segment. We are confident that Twister will be very successful in traditional trade channels.” “The new TV commercial, entitled ‘Perfect Balance’, conveys the ‘Balance of Sweet and Sour’ message through two of today’s hottest rising stars, Aff Taksaorn Paksukcharern and Lome Patchata Nampan. This duo has teamed up represent the distinctive flavor of Twister, which offers the best balance of sweet and sour. In addition to portraying the brand concept, the “Perfect Balance” commercial was created based on consumer insights showing that consumers found most orange drinks had an imbalance in sweet and sour flavors. The new commercial will be on air nationwide from tomorrow (March 14),” added Isaress. “In order to broaden the customer base, we plan to boost brand recognition through extensive product trials by giving away 1.5 million free glasses of Twister at leading universities and sales outlets nationwide. In addition, there will be a major integrated marketing communications program including radio spots, billboards, BTS and point of sales media. We believe that with this 360-degree marketing communications activation, the “Balance of Sweet and Sour” concept will reach Thai consumers everywhere. Beyond our marketing program, Serm Suk’s strong sales network will support the distribution of Twister in returnable bottles through leading stores in the Greater Bangkok and the central region,” concluded Isaress. New Twister orange juice drink with the optimal balance of sweet and sour contains vitamins A, C and E with no preservatives. It is now available in 3 sizes 1) One Way in 250ml glass bottle, 2) 350 ml PET bottle and 3) 250 ml returnable bottle. For more information, please contact: Kanokwan Tungwancharoen Satida Sritunyatorn or Wittawat Eakusdron Serm Suk plc Aziam Burson-Marsteller Tel. 0 2693 2255 ext. 522 Tel. 0 2252 9871 or 08 3788 5115 [email protected] [email protected]