Mrs. Jesdakorn Ghosh, Senior Vice President of Thai Drinks Co., Ltd., said,
"In the 18 months it has been in the Thai market, 100Plus has managed to capture a 30% share, which is a significant portion of the 2-billion-baht healthier CSD market. 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. A recent survey found that 100Plus scored higher in several areas compared to Q3/2015 and Q2/2016, 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% 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 100 Plus in their everyday life, such as during meals, or to refresh themselves during workouts. Thai Drinks will drive 100Plus to become the CSD for everyday life by emphasizing four distinct benefits that differentiate 100Plus from its competitors: 1) Fizzy without caffeine; 2) Tastes good and contains six essential minerals: dextrose, sodium chloride, sodium citrate, potassium phosphate, calcium phosphate, and citric acid, which you may lose during the day due to your active lifestyle; 3) Refreshes and provides you health benefits without the calories, thanks to natural sweeteners containing approximately 50% lower sugar than the average CSD."
The new Drink a 100Plus anywhere, anytime TV commercial communicates that 100Plus fits with various occasions and that people can drink it any time of day. The commercial stars Joey Boy, a famous singer-songwriter and a coach for 'The Voice Thailand,' who enjoys a varied lifestyle and lives each day with energy and enthusiasm. He will encourage consumers with active lifestyles to drink 100Plus regularly, clearly strengthening the brand's position as a healthier CSD that people can drink anywhere and anytime because it is fizzy, tasty and refreshingly healthy. The campaign will leverage 360-degree communications, both above- and below-the-line, as well as digital marketing channels, product sampling, and events to connect directly with health-conscious, new-generation consumers.
"In addition, 100Plus will also include 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 our message that 100Plus is the healthiest product of its type that delivers benefits to consumers. There will also be a creative trial drink program to match the different active lifestyles of health-conscious consumers that will boost our support for sports activities, an area in which we are doing quite well now," concluded Mrs. Ghosh.