New flavour Ready Lemon C targets teens, first jobbers

Combining the benefits of high vitamin C, lemon juice, caffeine and lower sugar content, the new flavour drink is priced at Bt15, the company said in a press statement. 
The drink, marketed under the “Ready to be refreshed, radiant and look good” tagline, is aimed at teenagers and first-jobbers, and is being promoted by young actress “Baitoei” Zuvapit Traipornworakit. 
“Ready is the leader in the premium energy drinks market with a whopping 62 per cent share of the Bt1.6-billion market, while sales are growing at a rate of 18 per cent, which exceeds our projections,” said TCP Group Global Marketing Division director Supachai Junkeiat. 
“The market for premium energy drinks has grown by 10 per cent compared to the previous year. We are now introducing Ready Lemon C, a low-sugar energy drink with lemon juice that comes with a well-rounded sour and sweet flavour, a pleasant lemon scent and multiple benefits from high vitamin C,” Supachai added.
“One of the strengths that has made Ready a No1 premium energy drink for more than 10 years is our continued development of different formulas to offer multiple choices for consumers. We chose ‘Baitoei’ Zuvapit Traipornworakit as the spokesmodel because the teen-idol actress not only has a remarkable personality but is also able to pass on her cheerful energy in the face of a tight daily schedule. She mirrors the quality of Ready that makes her accessible to our target groups who are teenagers, students and first jobbers. 
“We expect Ready Lemon C to help the brand reach Bt1 billion in sales by the end of this year,” Supachai said.
The marketing investment for Ready through 2019 has exceeded Bt200 million, the company added.