Bangkok--13 Mar--Hill&Knowlton Strategies
Coca-Cola celebrates success as leader in Thailand’s soft drinks market moving forward with 'Share A Coke' – latest summer campaign,enabling consumers to share special personalized messages
The Coca-Cola system in Thailand – comprising ThaiNamthip Limited, Haad Thip Public Company Limited, and Coca-Cola (Thailand) Limited - has announced its success as the true leader in Thailand’s sparkling soft drinks beverage category evidenced by the solid 2019 business numbers and 'Coca-Cola’ recently being named as Thailand’s Most Admired Brand for 19 years. To further extend this leadership, Coca-Cola is reviving its most successful global campaign 'Share A Coke’ this summer inviting consumers to share their feelings with loved ones through over 400 popular nicknames and expressions printed on its packaging as well as series of exciting marketing activities.
According to Nielsen Thailand’s Retail Index, the total value of sparkling soft drink category in Thailand in 2019 was valued at over 56 billion baht – with a growth rate of 11.7% from previous year. Within this category, the cola segment was the largest with estimated value of around 40 billion baht and a growth rate of 12.9%. Coca-Cola is the leading brand in the cola segment within the sparkling soft drink category share of 35.7%[1]. Besides, it was also recently ranked as the favorite sparkling soft drinks brand by consumers from Thailand’s Most Admired Brands 2020 in the 'Food & Beverage’ category[2] – the honor it has now received for 19 years.
“Consumers are always at the heart of our business strategies. So, we are very happy with these results which mean consumers resoundingly put their trust in our brand. And this goes beyond just Coca-Cola since Fanta and Sprite are also leading brands in the sparkling soft drink category.” said Munthana Lorgrailers, Marketing Director, Coca-Cola (Thailand) Ltd.
To sustain its success as the leader in the sparkling Soft Drinks category in 2020,Coca-Cola has brought back its most successful global campaign: 'Share A Coke', inviting Thai consumers to share 'Coke’ products and enrich relationships among friends, family and loved ones throughout the summer. The 'Share A Coke’ campaign began in Australia in 2011 before expanding to various countries, including Thailand, where it was launched for the first time in 2013 and was considered a phenomenon given the unprecedented positive feedbacks from consumers at that time.
“Summer is always special for Thai people – especially during the Songkran holidays, which is an occasion for everyone to share good times and good feelings with each other. To celebrate the season, the 'Share A Coke’ campaign has come back, this time, more digitalized and more special than ever since consumers can share a 'Coke’ can which is designed to deliver a more personalized experience with over 400 popular nicknames and messages. The campaign is also aided by full marketing activities, focusing on a new experience that gives even greater opportunities for consumers to create 'Coke’ cans and share their own personal feelings through them,” Munthana added.
To maximize consumer awareness, 'Coca-Cola’ is preparing series of marketing activities and creating a 360-degree experience for the 'Share A Coke' campaign throughout the summer, starting from 'Share A Coke Day’, which will focus on using technology to help teens easily share their feelings with each other in a fun way through 'Share A Coke Challenge’ to be launched in partnership with the TikTok application on March 14. To go with this challenge, 'Coca-Cola’ has also released a special theme song called 'Where is My Name?’, performed by the well-known teen hip-hop artist UrboyTJ. The song is to be used in this fun TikTok experience as well as the campaign’s TV commercial. Moreover, the campaign also includes state-of-the-art out-of-home media in the heart of Bangkok along with a daily 'Light and Sound Show’ at centralwOrld Connect.
Coke cans and bottles with popular nicknames and expressions are now available in many choices of sizes at your nearby store. For those looking for something even more personalized, 'Coca-Cola’ is also working with a number of leading retailers across the country to arrange 'Share A Coke’ roaming booth activities in which consumers can design and customize 'Coke’ cans in their own unique ways. In addition, consumers can also order a set of three Coke’ cans printed with their chosen names and personalized messages that come in a limited edition retro 'Coke’ refrigerator boxset and will be available only through leading e-commerce operators i.e. Lazada, JD, Tops Online and Shopee from March 18 onwards.
For more information and activities connected with the 'Share A Coke' campaign, please visit https://www.facebook.com/cocacolaTH
The Coca-Cola system in Thailand consists of Coca-Cola (Thailand) Limited as the brand proprietor responsible for marketing activities, and its two local bottling partners – ThaiNamthip Ltd responsible for 63 provinces around Thailand and HaadThip Public Company Ltd serving 14 southern provinces.
The Coca-Cola system in Thailand is the nationwide market leader for non-alcoholic beverages. In addition to Coca-Cola, the most valuable brand in the world, the Coca-Cola system’s portfolio of beverages in Thailand includes Coke Original, Coke No Sugar, Coke Light, Coke Plus Coffee, Fanta, Sprite, Schweppes, A&W Root Beer, Minute Maid Splash, Minute Maid Pulpy, Minute Maid Vita Kids, Minute Maid Orange Fiber, Minute Maid Honey Lemon, Namthip, Fuze Tea and BonAqua.
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คำค้น: Coca-Cola, Share A Coke