By THE NATION
The company’s new marketing campaign, “Drink a 100Plus anywhere, anytime,” is designed to emphasise how the brand is different from its competitors.
Thai Drinks is also introducing Joey Boy as its new presenter to encourage younger customers to choose 100Plus.
Jesdakorn Ghosh, senior vice president of Thai Drinks Co, said that in the 18 months it has been in the Thai market, 100Plus had managed to capture a 30-per-cent share of the market for so-called healthier carbonated soft drinks, which is a significant |portion of the Bt2-billion segment.
“We now hold a market share comparable to other brands that have been on the market for longer than 100Plus. I am confident in our brand’s strength and research supports this,” she said.
“A recent survey found that 100Plus scored higher in several areas compared with the third quarter of 2015 and second quarter of 2016, especially when it comes to being refreshing, good for health, and having great taste.
“This success is due to proper brand positioning and meeting consumer demands for a product that tastes good, is refreshing, and offers health benefits.
“Also, our marketing campaign ‘100Plus cycling across the sky to Fuji’ offered a chance for fans to enjoy cycling, relaxing and shopping in Japan with Toon Bodyslam, a famous Thai rock singer and brand presenter. This contributed greatly to our sales, which grew by 100 per cent during the campaign period of March through May.
“To continue our success, 100Plus has launched a new marketing campaign called ‘Drink a 100Plus anywhere, anytime’ to enlarge our base of health-conscious, active consumers who enjoy drinking carbonated soft drinks but may worry about their health.
“The campaign will unlock more opportunities for these consumers to drink 100Plus in their everyday life, such as during meals, or to refresh themselves during workouts.”
As well, 100Plus will introduce a new logo, “The Healthy Choice”, developed by the Institute of Nutrition at Mahidol University on its packaging as well as in advertisements. This is to convey the message that 100Plus is the healthiest product of its type.