Bangkok--9 May--Pirate Advertising With the new “Let’s shower inside” campaign, Minere will be investing over 90 million baht to promote daily healthiness from within. The market segment targeted will be the middle age working class women whom are health and beauty conscious. All beauty begins from within with Minere. Building on the foundations of being the market leader of bottled mineral water, Minere is focusing on strengthening their brand further with a new marketing campaign. On May 7th 2008, Minere natural mineral water from Nestl? (Thai) Ltd. will announce its plans to target a new segment of consumers with this new campaign. The target is the middle age working class women who pay special attention about their health and beauty conscious. Minere emphasize the campaign that beauty always beings from within and this can be easily achieved by drinking Minere mineral water. Minere comes naturally with its detoxification properties, makes it truly the water that is bottled straight from its source At the launch under the concept of “Let’s shower inside” Minere will showcase their new product image which includes their new logo and a new range of commercials. Minere also announced plans to diversify their distribution channels to include all leading fitness centers. This move coincides with the campaign’s main target group’s lifestyle of the middle age working class women whom are health and beauty conscious . For this campaign, Minere has chosen Khun. Charm Ivrin Osthanond, Miss Thailand Universe 2006, to represent its product along with other prominent celebrities who leads a healthy lifestyle. Other prominent celebrities include Yardthip Ratchapal, Ip Yupapak Watcharapai, Korn Kiatfeungfoo, and M.R. Chantraladda Yukol. These celebrities will join the launch ceremony to convey to the public the importance of living a healthy lifestyle and taking care of one’s self that always start from within. This goal of a healthy living can easily be achieved by simply drinking Minere’s natural mineral water. The launch will be held at the swimming pool on the seventh floor of the Conrad Hotel on Wireless road at 18.00 hrs. Khun Prayad Anuchiracheewa, Executive Director of WATERS Unit , Nestl? (Thai) Ltd., has announced that presently, the mineral water industry has a total market value of over 2 billion baht and is still expanding at a very high rate. The growth is expected at 4-5 percent of the total market value along with an increase of 17% in volume. Minere has always been a very successful brand and with its success, it has been a market leader of over 61% market share. With the emphasis on quality, Minere has been able to gain the confidence and trust of the consumers as well as creating a brand that exudes excellence. What makes Minere mineral water so different is that its 100 percent natural. It also has detoxification properties that will help cleaning your inner body. This year, Minere’s new marketing strategy is to target those whom are particularly conscious about their health and their quality of life. The specific target group is the middle age working class women who can easily improve their physical outlook and health just by drinking Minere. This particular market group has a very high growth rate from looking at Minere’s total sales, which has been increasing at 2 digits annually. This year, Minere is expanding the new distribution channels aiming to boost sales, to take an even firmer grip on the industry and especially to get close to their target consumer. Minere’s distribution channel has been divided into two different forms. The first is the “on premise” channel and the second is the “off premise” channel. Through the “on premise” channel, Minere has been mainly targeting fitness facilities such as Fitness First and Piyarom Sports Club. Minere is also available at all Major, EGV, Esplanade, and SF movie theaters and Major, BluO bowling centers across the country. For the “off premise” channel, Minere is distributed through different supermarkets, convenient stores, and department stores. This channel also includes distribution through all of the 7-Eleven throughout the country. These vast distribution channels are designed to allow ease of access of Minere products for the consumers. As for the marketing strategy, Minere has an aggressive plan to market its product through both above the line and below the line techniques. Khun Suwanee Watcharawasoonthara, Group Brand Manager of WATERS Unit, Nestl? (Thai) Ltd, stated that the company’s new strategy will be towards “Lifestyle Marketing.” This marketing technique will begin by reluanching the current Minere package. The main changes will be to the logo. The logo will be designed to be much more outstanding, premium and modern but still keep the iconic blue that represents the natural source of the Minere. A design of a bird which signifies freedom and nature will be added to the logo to represent the Minere brand. By using above the line advertising techniques, Minere will be creating new T.V. commercials under the name “Onzen” to coincide with the “Let’s shower inside” campaign theme. The commercials will be broadcasted through different television stations during programs that will achieve the highest level of impact towards the targeted consumer group. The advertisements campaign will also be featured in different print media, emphasizing heavily in lifestyle magazine. Lisa, Cosmopolitan, Elle, Hello, Priew, Health Plus, Shape Slimming, and Health & Cuisine are some examples of the publications that the campaign will be featured in. Other marketing channels will include showcasing the advert campaign on, movies theaters, LCD at CentralWorld, sky trains and other hotspots around the country. As for the below the line advertising, Minere will be hosting different promotional events and activities throughout the country to educate the consumers on its brand and its beneficial properties. For the launch of the new campaign, Minere will be partnering with different celebrities and prominent society members to help convey the company’s message to the public. Minere is certain that it’s strategic planning on the launch of this new campaign will be incredibly successful and will be received well by the public. Minere also expects to gain the trust of targeted consumer group of the working class women to start using Minere product which will help them improve their healthy & beauty. It is expected that Minere will take an even further grip on the market share after this campaign.