Bangkok--13 May--Bangkok Public Relations
Nationwide sampling of over 3 million cups for consumers to ‘shake, drink, chew’
‘Flavour’ and ‘quality’ key to Minute Maid being the No. 1 global juice brand
‘Son’ Yuke Songpaisan unveiled as new brand ambassador
The Coca-Cola system in Thailand, today, announced a Bht 70-million marketing campaign to further strengthen the market position of Minute Maid Pulpy in the Thai ready-to-drink juice market. The campaign introduces consumers to a ‘shake, drink and chew’ drinking ritual for the naturally-refreshing orange juice with real orange pulps and includes the distribution of more than 3 million sampling cups around the country, as well as television and cinema commercials, outdoor advertising (street visions), billboards and point-of-sale and activities, beginning in May.
‘Son’ Yuke Songpaisan has also been unveiled as the new brand ambassador in conjunction with the debut of Minute Maid Pulpy’s new TV commercials airing this month.
Ms. Chanisa Kaewruen, Marketing Director, Coca-Cola (Thailand) Limited, said, “Minute Maid Pulpy is one of the best-selling ready-to-drink juice offerings in Thailand’s highly fragmented ready-to-drink juice market. We’re putting a lot of emphasis on sampling because the taste of naturally-refreshing orange juice, and the real orange pulps on which to chew, have been key drivers of success in making the brand stand out.”
As part of the new campaign, Minute Maid has selected as a new brand ambassador the up-and-coming ‘Son’ Yuke Songpaisan who is featuring in the new TV commercials.
“Son’s personality and lifestyle makes him an ideal choice to represent the brand’s target consumers who actively care for their health and he also has a new generation lifestyle. In the commercials, he will present Minute Maid Pulpy’s multi-sensory pulpy experiences through the three steps of ‘shake-drink-chew’ ritual,” said Ms. Chanisa.
She said, “The three steps begin by shaking the bottle to mix the pulps and the juice. Then you drink and taste the delicious juice from Brazil, and then, with the juice still in your mouth, feel and chew the juicy pulps, which are imported from Florida.”
Minute Maid Pulpy is a high-quality juice drink with 20% orange juice and 3% orange pulps, fortified with vitamin E and calcium. It has no preservatives and is available in a single-serve 300ml PET bottle, priced at Bht 18, and a four-pack, priced at Bht 69, at leading hypermarkets, supermarkets and convenience stores and other stores nationwide.
Minute Maid Pulpy is Coca-Cola’s highly successful global juice drink brand and also enjoys market leading positions in China and Indonesia.
For more information, please contact:
Coca-Cola (Thailand) Limited Bangkok Public Relations Ltd.
Tel: 0 -2835-1000 Tel: 0-2664-9500
Natha Boonprasit, PR Manager Panta Poonsapmanee (ext. 116)