18th October, 2004
"FANTA JAPANESE MELON" LEADS THE WAY IN THE HOT NEW J-LIFESTYLE AND PINK TRENDS
"FANTA JAPANESE MELON" LEADS THE WAY IN THE HOT NEW J-LIFESTYLE AND PINK TRENDS
Thailand,
October
18, 2004 -
Fanta, the number one flavored soft drink brand in Thailand, has once again demonstrated its creative and inspirational leadership with the launch of its newest flavor, "Fanta Japanese Melon." This exciting hot pink soft drink has been developed exclusively to meet the needs of in-trend Thai teens that are seeking new experiences and are in touch with Japanese lifestyle trends. The launch of Fanta Japanese Melon will be supported with an extensive marketing program that will shake the flavored soft drink category leading into the New Year's season.
Chuenhatai Vuntanadit, Marketing Manager of Coca-Cola (Thailand) Co. Ltd., said, "Fanta uses insights based on talking with real Thai teens to create exciting and innovative flavor-color combinations and marketing activations that strike the heart of these consumers. We've found that Thai teens love experiencing new things, fun and excitement as well as the latest fashions from around Asia. As 2004 is coming to a close Fanta is offering something special to teens in Thailand with the launch of Fanta Japanese Melon. This product has been developed right here in Thailand with Thai teens in mind."
Fanta has traditionally started cool trends and fashions for teens including the widely popular "Fanta language." For Fanta Japanese Melon, the marketing team combined the popular J-lifestyle, an in-trend pink color and the flavor of Japanese melon. This unique combination is being communicated to teens using cool Japanese-style anime with the pink hues of the Japanese melon.
"Based on Fanta Japanese Melon consumer research, 93% of teenagers between 12 and 19 years of age loved the product's pink color. Therefore, we are convinced that Fanta Japanese Melon will definitely lead the new pink trend and be a favorite choice for teens." Chuenhatai added.
Fanta Japanese Melon Marketing Focuses on Teens
The Fanta Japanese Melon marketing campaign will be focused on the core target group of Thai teens. A centerpiece of this campaign is the "Take A Bow" television commercial, which in turn will be supported by radio and cinema ads, print media, special outdoor media and a mobile sampling unit. Based on the marketing plan, Fanta Japanese Melon brand awareness should reach 83% of consumers nationwide within 2 weeks.
"As the J-lifestyle trend is gaining high popularity among teenagers, the Fanta Japanese Melon marketing campaign will give Thai teens the chance to vote for the J-Pop song of the year. When the votes are tallied the winners will be combined as a special compilation. In addition to this Fanta Japanese Melon will be front and center at the Vibulkij Comics Party on Oct. 30-31 at Seacon Square, with free samples and fun J-games," Chuenhatai concluded.
According to AC Nielsen, the value of the flavored soft drink segment is approximately 7,600 million Baht and for over 40 years Fanta has enjoyed an almost 80% share of this segment. Fanta is also a leader in innovating new products that have a special appeal for teens including Fanta Blueberry Splash, Fanta Neo Trio and Fanta Mango Magenta.
Fanta Japanese Melon flavored soft drink is available in the 325 ml. cans for 13 Baht, 10-ounce bottles for 7 Baht and the 1.25-liter PET bottles for 26 Baht through both traditional and modern trade distribution channels.
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