Bangkok--24 Jun--Bangkok Public Relations
- Secures top position with more than 45% market share of sugar-free sparkling beverage segment
- New campaign focuses on new generation with a dynamic and healthy lifestyle
The Coca-Cola system in Thailand, today, announced that Coca-Cola Zero, which promises the real taste of Coca-Cola with zero sugar, has become the best-selling* sugar-free sparkling beverage in Thailand after securing more than 45% share of the Bht 800 million sugar-free sparkling beverage market. The growth of Coca-Cola Zero pushes the Coca-Cola system’s total share of the sugar-free sparkling market to 59%, when combined with Coca-Cola Light.
Ms. Chanisa Kaewruen, Marketing Director of Coca-Cola (Thailand) Limited, said, “Coca-Cola Zero has gathered huge momentum, and we are investing 80 million baht in a new campaign called ‘Wild at Heart, Fit in Body’ to reinforce its leadership position. Our activities aim to keep the brand connected with the new generation with a dynamic and healthy lifestyle. In particular, we are conducting activities to keep young adults engaged throughout the year with tips on working-out as well as workshops on looking one’s best in partnership with top beauty guru and blogger jeban.com as well as California WOW Xperience.”
According to Ms. Chanisa, Coca-Cola Zero’s success is due to its taste, its new generation image, and successful marketing partnerships that have helped the brand reach its target consumers.
She said that a wide array of new media would be used in the new campaign, including digital media directly targeting young adults “who want to look wildly cool while also being fit and firm from an active urban lifestyle - a global trend that’s fast being adopted in Thailand, too.”
“In addition, we are distributing one million samples at places where young adults gather, including office buildings, lifestyle hangouts and mass transit stations,” added Ms. Chanisa.
Ms. Chanisa said that the Bht 80-million budget will be divided between two types of marketing activity — unconventional marketing, and massive conventional marketing.
The unconventional marketing for Coca-Cola Zero includes the Coca-Cola Zero Makeover Workshop as well as a privilege marketing strategy that utilises the brand’s ‘Black Carpet’ platform entitling Coca-Cola Zero drinkers to movie entertainment at Paragon Cineplex, Esplanade Cineplex and EGV.
“The Black Carpet privilege marketing platform was an important contributor building consumer loyalty to Coca-Cola Zero last year,” she said.
Consumers can get a movie ticket for only Bht 30 under the Coca-Cola Zero Black Carpet privilege programme by bringing 4 bottle-caps from Coca-Cola Zero’s 450-, 500- or 590-ml bottles, 4 Coca-Cola Zero cans at Paragon Cineplex, Esplanade Cineplex and EGV. Or, upgrade to a honeymoon seat for an additional Bht 20.
Ms. Chanisa said, “The massive conventional marketing includes a new commercials called ‘Wild at Heart, Fit in Body’ which begins airing on television and theatres today (24 June) and stars pop artist Namie Amuro whose wildly good looks and active lifestyle reflect the personality of our target Coca-Cola Zero drinker.”
She said that radio spots and outdoor media around Bangkok are also being used.
For more information on Coca-Cola Zero activities, please go to www.icoke.co.th or Tel. 02-576-5888.
Coca-Cola Zero is available in 107 countries around the world.