By The Nation
The company says Aquafina Vit Zaa is aimed at capitalising on the nascent yet fastgrowing category of flavoured hydration drinks, which will complement the Bt50billion carbonatedsoftdrinks and Bt31billion packagedwater segments.
“We are always looking for creative ways to respond to consumer demand and preferences, and are thrilled to be expanding our range,” said Jagrut Kotecha, general manager for beverages of PepsiCola (Thai) Trading Co.
“After the successful launch of Aquafina bottled drinking water in Thailand last year, we are pleased to launch this unique product that addresses consumers’ emerging needs. The refreshing, greattasting, and vitaminenhanced Aquafina Vit Zaa will strengthen PepsiCo’s leadership position as an innovation driver of Thailand’s liquidrefreshment market.
“This portfolio extension reflects PepsiCo’s strategic direction of delivering sustainable growth by capitalising on health and wellness trends.”
Aquafina Vit Zaa is available in two fruity flavours, green apple and orange. The Aquafina subbrand’s name reflects its local roots – “Vit” refers to the addition of vitamins B3 and B6, while “Zaa” literally means “fizziness” in Thai.
Somchai Ketchaikosol, marketing director for beverages of PepsiCola (Thai), said: “We are planning a Bt200million nationwide marketing campaign to build brand awareness and drive product trials. The fully integrated multimedia marketing campaign ‘Aquafina Vit Zaa … Deliciously Fizzy, Beyond Your Expectation’ includes a TV commercial featuring popular actor Jirayu ‘James Ji’ Tangsrisuk, who is the first local ambassador of the brand. It will also be backed by eyecatching outofhome media, retail and instore media, digital and socialmedia engagement, and ontheground activities.
“Aquafina Vit Zaa is the biggest product launch of the year for Thailand. In addition to the fully integrated marketing campaign, we want to build consumer preference through a massive sampling exercise aimed at reaching a million consumers nationwide.”
Aquafina Vit Zaa comes in two sizes – 345 and 445 millilitres – in plastic bottles. The product is now available nationwide in both traditional and moderntrade channels, including convenience stores, supermarkets and hypermarkets.