Thai Drinks launches 100m baht campaign to boost local tourism

[snoop1130]

 

Thai Drinks Co Ltd, the producer of Crystal Drinking Water, announced a partnership with the Tourism Authority of Thailand (TAT) to launch a significant marketing initiative aimed at boosting domestic tourism.

 

With an investment of 100 million baht, the campaign seeks to engage consumers by linking the consumption of Crystal water to the exploration of Thailand’s natural beauty.

 

From October last year to this September, Nielsen IQ data reveals that Thailand’s drinking water market reached a value of 45.7 billion baht, reflecting a 6.1% rise from the previous year. Crystal Drinking Water secured an 18% share of this growing market.

 

Suporn Denpaisarn, the marketing director for Thai Drinks’ non-alcoholic beverage segment, highlighted the brand’s robust performance, particularly in modern trade channels, where a 7% increase was recorded. This growth was largely attributed to expanded distribution networks through Lotus’s outlets. Despite facing stiff price competition from local water brands, Crystal also achieved a 5% increase in traditional trade.

 

The company aims to stand out from its competitors through strategic marketing efforts that foster brand loyalty and reduce reliance on pricing tactics. Suporn noted that the upcoming campaign, Crystal: Connecting You to Blue Spaces, is designed to promote relaxation by associating the brand with Thailand’s scenic water locations.

 

“This campaign is not just about promoting our drinking water, it’s about creating a connection between our product and the serene experiences found in nature.”

 

In collaboration with the TAT, the initiative will feature ten unique packaging designs showcasing five iconic tourist spots across Thailand’s four regions. These include attractions such as the Pha Dok Siew waterfall in Chiang Mai and Khao Sok National Park in Surat Thani.

 

Apichai Chatchalermkit, TAT’s Deputy Governor for Domestic Marketing, shared insights into the collaboration, which involves innovative packaging that enhances consumer interaction. By scanning QR codes on the new labels, customers can access immersive 360-degree videos that offer virtual relaxation experiences with calming water sounds and breathtaking natural scenery.

 

“Our goal is to inspire people to explore the natural beauty of Thailand while enjoying the refreshing taste of Crystal water.”

 

Targeting the north and northeast regions, where Crystal aims to strengthen its presence, the company plans to leverage its existing strong market position in Bangkok and the central provinces. Suporn also mentioned the company’s intent to broaden product availability across all Lotus’s branches, aligning with the growth objectives for the upcoming year, reported Bangkok Post.

 

By Puntid Tantivangphaisal

Photo courtesy of Bangkok Post

 

Source: The Thaiger

-- 2024-11-07

 

 

[ikke1959]

Tourists will line up for a bottle of water of a this brand

[soi3eddie]

That's a seriously big market. Who really cares what bottled water they buy so long as it's safe and reasonably priced? It's not exactly like beer or wine or spirits with different flavours!  Good luck to them if they think they'll get a ROI on this campaign. 

 

[Watawattana]

8 hours ago, snoop1130 said:

With an investment of 100 million baht, the campaign seeks to engage consumers by linking the consumption of Crystal water to the exploration of Thailand’s natural beauty.

 

From October last year to this September, Nielsen IQ data reveals that Thailand’s drinking water market reached a value of 45.7 billion baht, reflecting a 6.1% rise from the previous year. Crystal Drinking Water secured an 18% share of this growing market.

By my rough calculation, if this investment maintains a 6.1% growth then they'll earn an extra 500 million this coming year, over an above what they've earned in the past year (8.2 billion).  A pretty good RoI if it works.

 

Good luck to them!

[hotchilli]

10 hours ago, snoop1130 said:

Thai Drinks Co Ltd, the producer of Crystal Drinking Water, announced a partnership with the Tourism Authority of Thailand (TAT) to launch a significant marketing initiative aimed at boosting domestic tourism.

 

With an investment of 100 million baht, the campaign seeks to engage consumers by linking the consumption of Crystal water to the exploration of Thailand’s natural beauty.

Money well spent...

[RichardColeman]

Never met anyone that chose a Thailand holiday for choice of water. Bunch of idiots being led by a conning marketing man I think

[anchadian]

Whatever next are Aseannow going to post.  Members still comment on these ridiculous posts. 555

 

 

 

 

[Ste78]

14 hours ago, soi3eddie said:

That's a seriously big market. Who really cares what bottled water they buy so long as it's safe and reasonably priced? It's not exactly like beer or wine or spirits with different flavours!  Good luck to them if they think they'll get a ROI on this campaign. 

 

that is a fact for Thai ppl.

 

Being european, I don't like purified water, and feel different taste fro mineral water so have personal preference

[john donson]

lol...  thailand does not know about MICRO PLASTICS?

 

buy a reverse osmosis machine ... would save soooooo much not only on water bill but pollution too

[phetphet]

On 11/7/2024 at 7:15 PM, snoop1130 said:

The company aims to stand out from its competitors through strategic marketing efforts that foster brand loyalty and reduce reliance on pricing tactics. Suporn noted that the upcoming campaign, Crystal: Connecting You to Blue Spaces, is designed to promote relaxation by associating the brand with Thailand’s scenic water locations.

In other words increase the price.

Not sure how Crystal telling people they connect them to blue spaces will increase sales, but their marketing team obviously know what they are doing.