Bangkok--4 Feb--Aziam Burson-Marsteller
Launches 350 ml size to expand upcountry consumer-base and strengthen non-carbonated beverage market
Lipton, the world’s number one tea and tea expert for over 140 years, opened the year by refreshed the new concept of “Lipton Ice tea Lemon” under the concept “Express your youth spirit” and introducing its first Thai presenter couple “Peak & Songkran” to attract college students and first jobbers nationwide. For the upcountry market, Lipton Ice Tea Lemon will also launch a new 350 ml size at just 12 baht to strengthen Pepsi’s non-carbonated beverage (NCB) portfolio.
According to the latest AC Nielsen survey results, the 2008 NCB market is worth 4,500 million baht and grew 16% which is higher than other light refreshment beverage categories. This growth is due to the increasing consumer interest in health and wellness.
Mr. Parinya Permpanich, Marketing & Sales Operations Director for Serm Suk plc said, “Lipton’s success stems from 1) The new 15 ounce returnable-bottle that was used to penetrate the traditional trade and food shops 2) The launch of the innovative 450 ml PET bottle which was very well received by consumers due to its modern shape and half shrink label 3) The launch of “Lipton Nine”, a green tea product with health and beauty attributes helped to uplift Lipton’s brand image and 4) Lipton’s brand heritage as the number one tea brand of the world and the tea expert for over 140 years”.
“This year, we will continue our success by refresh the Lipton image to be more modern under the concept “Express your youth spirit”, which focuses on college students and first jobbers as they are at a turning point in their lives, love freedom and seek a fun lifestyle,” Parinya continued.
Mr. Eric Kitjatanapan, Pepsi-Cola (Thai) Trading’s General Manager-Beverage said, “Under the concept “Express your youth spirit”, we have created our first local advertising campaign called “Youth Spirit”, which is designed to reach out to specifically to Thai consumers, as well as introduce the first Thai couple presenters “Peak- Patrasaya Krueasuwannasiri” and “Songkran Techanarong”, to encourage consumers to express their spirit in their own way. The TVC will start to air nationwide on 5 February 2009.
Furthermore, to expand our upcountry consumer base, we are launching the new economic 350 ml package for 12 baht in line with the economic situation and single serve consumption behavior.
“We set the budget for this campaign about 20 million baht, including a 360O communications plan with TVC, BTS and outdoor media. We have also created the first Lipton Ice Tea Lemon sampling caravan, which will directly engage consumers nationwide in modern trade, markets, and public areas throughout this summer” Eric continued.
“We are confident that refreshed brand and 360o marketing communication program will make “Lipton” the flagship product in the NCB market and as well as a favorite beverage among consumers. It will also strengthen Lipton’s market growth and enhance Pepsi’s portfolio of beverages and ability to meet all consumer need states,” Parinya concluded.
For more information, please contact:
Kanokwan Tungwancharoen Satida Sritunyatorn or Wittawat Eakusdron
Serm Suk plc Aziam Burson-Marsteller
Tel. 0 2693 2255 ext. 521 Tel. 0 2252 9871 or 08 9137 3777
[email protected] [email protected]