4th October, 2004
COCA-COLA LAUNCHES ZU -- AN INNOVATIVE, HIGH QUALITY, READY-TO-DRINK CANNED COFFEE WITH GINSENG
COCA-COLA LAUNCHES ZU -- AN INNOVATIVE, HIGH QUALITY, READY-TO-DRINK CANNED COFFEE WITH GINSENG
Bangkok,
October
04, 2004 -
Coca-Cola, the total beverage company, has launched a highly innovative ready-to-drink canned coffee under the brand name Zu. Zu is expected to shake up the canned coffee segment and is the first ready-to-drink coffee product blended with ginseng to produce a totally unique, great tasting and high quality beverage that is sure to please coffee lovers. Zu debuted in the northeast with the exciting "Zu, Coffee with Ginseng" campaign launch event in Nakorn Ratchasima featuring the product's presenter, popular actor/singer, Tok-Supakorn.
Zu ideally suited to satisfy consumer needs
Mrs. Chuenhathai Vuntanadit, Marketing Manager, Coca-Cola (Thailand) Limited said, "Coca-Cola is the leading total beverage company in Thailand and we are always developing new and innovative ways to meet the needs of our consumers. Because Zu provides real invigoration and refreshment, and the beneficial herb ginseng, we believe that it truly responds to the demands of coffee-drinking consumers in Thailand."
"Based on our research we know that the major target consumer group for Zu is hard-working males between 25 and 35 years old. Our Zu product research also found that almost 80% of our target consumers indicated that they would seek out and purchase Zu rather than other brands currently on sale."
The main reasons given by consumers for their Zu preference were that the product contained ginseng, has a great coffee aroma and taste, and provides real refreshment and invigoration.
"Zu, Coffee with Ginseng" employs fully-integrated marketing campaign and Tok Supakorn as the presenter
"The launch of Zu is being supported by a fully-integrated marketing campaign including a humorous new television commercial 'Dancing,' featuring Zu hero Tok Supakorn as the presenter. There are also mobile sampling teams traveling throughout the northeast, print and radio advertising in local media, outdoor advertising in high visibility areas, public relations activities, cool posters and point-of-sale displays. Based on our extensive marketing campaign, Zu communications will reach over 90% of consumers nationwide within six weeks," Mrs. Chuenhathai added.
Zu Holds Big Debut in the Northeast
Northeastern Thailand consumers long have been known for their love of coffee, and more recently of ready-to-drink canned coffee. Therefore, it was in this region that Zu debuted with a fun and exciting event at the Mall Korat. Launch activities included stage shows, the "Hunt for the Zu Man" contest, product sampling and a special performance by Zu presenter Tok-Supakorn. The event attracted large crowds of interested consumers who had a great time and voiced overwhelming support for the launch of Zu.
"Consumers can purchase Zu in a handsome 180 ml can for just 12 Baht. During the first phase of the campaign Zu will be available through traditional trade and convenience store channels. In following phases, the product will be available through other trade channels, as well. The campaign will initially focus on the northeast, and then expand into other regions," Mrs. Chuenhathai concluded.
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