Pepsi Thai teams up with Wongnai, LINE MAN in ‘Taste the Destination’ campaign
Pepsi, the global beverage brand, is riding the growing trend of out-of-home dining by launching the “Pepsi: Taste the Destination” campaign, which helps consumers experience local dishes from the hottest restaurants and street food stalls in each region.
Under the campaign, the US-based giant’s local unit – Pepsi-Cola (Thai) Trading – has partnered with two leaders in food-related online service provision to develop various co-marketing programmes.
They are Wongnai – Thailand’s No-1 food review website and application, with more than 8 million active users and 2.9 food outlets in its database – and LINE MAN, the up-and-coming leader in online food delivery, with over 500,000 customers per month.
The brand has allocated 30 per cent of the firms’ total spending on marketing communication through online media and digital platforms.
Somchai Ketchaikosol, marketing director – beverages of Pepsi-Cola (Thai) Trading, commented: “We have seen that the dining-out trend has continued rising. According to the ‘Food Trips’ survey study conducted by Nielsen (Thailand), this year Thai people dined out 56 times a month on average, which increased from 50 times a month last year, or 12 per cent growth.
“This provides a great opportunity for the beverage industry, especially for cola drinks which pair well with food.”
One of the highlighted activities in this campaign is the development of the “Pepsi Foodie Map,” a digital map that guides food lovers to the best places to dine out, covering 17 prime locations in 12 provinces across the country.
It is downloadable free of charge from PepsiThai Facebook or the PepsiThai official LINE account.
The campaign will be supported by integrated communications ranging from a new TV commercial featuring two brand ambassadors, James Ma and Kimberley, to out-of-home and in-store media.
Exciting food events are also being organised in the provinces of Bangkok, Chon Buri and Chiang Mai to build consumer engagement and bring the “Taste the Destination” experience to life, the company said.