Crystal Drinking Water, Thailand's quality drinking water, is forging ahead to drive growth for the drinking water market with four strategies to strengthen and differentiate the brand. They are: 1) Strengthening Crystal's brand proposition to create an emotional connection with consumers. Crystal is the first drinking water brand that supports positive thinking by focusing on the emotional benefit of water; 2) Launching the "Think Clear, Drink Crystal" Campaign to make every water drinking moment the start of refreshment and relaxing of your mind, which leads to quality thinking. This is a response to the insight that Thai people have busy minds and many thoughts during daily life; 3) New packaging designs inspired by waves of water, along with the Crystal Music Thinklist with songs based on the sounds of natural water to help people clear their minds and refocus their thoughts; and 4) Creating shared awareness and experiences with a 360-degree activation encouraging a Think Clear Moment for Thais to take a break and think more clearly.
Ms. Suporn Denpaisarn, Marketing Director for the Non-Alcoholic Beverage Business in Thailand, Thai Drinks Co., Ltd., said, "For the past 10 years, Crystal has been very successful in building consumer confidence as a world-class leader in quality drinking water. We consistently hold the leading position in the market. Crystal recently gained 18% market share with 20% growth (MAT: August 2022 to July 2023) and is now taking a step forward to further strengthen and differentiate our brand. The new brand proposition focuses on the quality of drinking water in terms of functional benefits as well as emotional benefits that meet people's demands these days as they cope with a lot of heavy thoughts. The communication campaign will be implemented using four strategies under the 'Think Clear, Drink Crystal' concept."
The campaign's four strategies are:
Strategy 1: Adjust the brand proposition to create emotional connections and encourage positive thinking.
To differentiate itself from other brands, Crystal is adopting a new value proposition as "a brand that encourages positive thinking, helping to clear the thoughts and chaos of everyday life." Crystal will create an emotional connection with consumers who often think a lot about their studies, work, families, and health, as well as all the news and drama in the social world. Data from Gallup Inc. in the USA shows that Thais are the fifth most-stressed people. This is why Crystal quality drinking water is positioning itself as Thailand's first water brand that meets their emotional needs, enhancing a refreshing feeling while offering mood- and mind-relaxing benefits.
The buying decision for drinking water has three levels: Level 1 - Point of Consideration & Adoption: This is based on credibility and trust that the water is safe for consumption and will not harm the body. People also consider the brand image and production standards certification for quality drinking water that is good for health; Level 2 - Point of Retention: A familiar taste, along with pricing and promotions; and Level 3 - Point of Differentiation: The ability of a brand to create an emotional connection with consumers.
Strategy 2: New campaign and "Think Clear, Drink Crystal" commercial
To make a moment with Crystal quality water the starting point for relaxing when busy to get refreshed and have quality thoughts, Crystal is launching a communication campaign called "Think Clear, Drink Crystal." It starts with a new commercial that reflects the new generation's lifestyle featuring "Nine Naphat," who will encourage Thai people to take a break when they are overwhelmed with thoughts. Every time you drink Crystal, the clear and unadulterated quality drinking water, it helps you take a break and let the chaos pass, leaving only the clearest thoughts.
Strategy 3: Building on the success of creative packaging design with a clear and modern look.
Six new packaging labels have been designed to reflect the cleanliness of Crystal drinking water, each with blue and white color tones for a clean, simple, and comforting look. The design is inspired by the movement of a stream of water, which conveys emotions and feelings differently. Each of the six label designs will have a QR code for people to scan so they can listen to the Crystal Music Thinklist. Crystal collaborated with medical professionals, music therapists, and renowned music producers to create the special Crystal Music Thinklist to help people relax their minds and enjoy quality thoughts. It provides healing sounds that will affect the brain and thoughts for two emotional effects: 1) Relaxation, which is comprised of three songs: Man-La-Ong, Klan Klong, and Kwam Kit Ploi Plai ; and 2) Stimulation, also with three songs: Kluen-Klai, Jai Sri Kram, and Er Lon.
Strategy 4: Get people to experience a "Think Clear Moment" by collaborating with RS to hold a concert for the new generation.
Crystal will leverage a 360-degree marketing activation to drive the THINK CLEAR/ZONE across the country to reinforce that Crystal is quality drinking water that helps Thai people to think clearly. It includes the commercial, cinema advertising, and OOH media, as well as online and on-ground marketing promotions corresponding to every consumer touch point. Crystal is collaborating with RS to organize the "Rhythmsphere Think Clear, Drink Crystal Happening Concert" to connect with the new generation, encouraging them to relax their brains and escape the drama of the online world. It's a 3-stage 3-format concert planned for late October to mid-November. For more details, please follow the Crystal Drinking Water Facebook page.
"We are confident that the four strategies in the 'Think Clear, Drink Crystal' campaign will differentiate Crystal from other brands and create a connection with the new generation as well as general audiences nationwide. It will strengthen Crystal's position as the most popular quality drinking water while driving growth for Thailand's overall drinking water market. We also believe Crystal will play a role in driving quality thoughts and fresh ideas among Thailand's new generation as well as the wider population," concluded Ms. Suporn.
Source: ABM Connect
