Carabao exercises its considerable potential as a global brand by expanding market footprint to cover all segments and tap into market for new-gen and style-conscious youngsters with the launch of Carabao CAN Green Apple, a new great tasting energy drink
Carabao is taking the energy drink industry by surprise by broadening the brand’s appeal to target Gen Y consumers and proclaiming itself as a world class product and world class brand that covers all segments with the launch of a new exclusive product, Carabao CAN with the scent of green apple, a great tasting energy drink from the United Kingdom. Carabao CAN Green Apple comes with sophisticated can packaging and will get a big boost through a big public relations campaign during the 2018 FIFA World Cup entitled “Sawasdee World Cup, Get Lucky with Carabao”, with prizes worth Bt3 million up for grabs. The campaign is set to run from June 14 to July 15.
Mr. Sathien Setthasit, Chief Executive Officer of Carabao Group Public Co. Ltd (CBG), reveals that in a bid to proudly highlight Carabao as a world-class product and a world-class brand, Carabao is creating a big phenomenon in the beverage industry once again by stepping up the brand’s sophistication for sustainable growth in the 4.0 world by expanding its customer base to cover all target groups including the new generation, working age consumers, and the millennial generation, also called Generation Y. Gen Y consumers are known for their love of original innovations and new challenging experiences. The company is launching its new most exclusive product, Carabao CAN Green Apple, under the concept “Don’t Say Can’t, Carabao CAN”. The concept underscores the new millennials’ courage, challenges, fearless practicality and love of living life in style. The drink has enjoyed popularity and been a great success in the United Kingdom. It’s received certification as a good, quality product with a great taste by the International Taste & Quality Institute (ITQI), one of the world’s leading research institutes that promotes food and drink products with excellent tastes.
“We have done research and development in taste to please the palates of consumers. Carabao CAN Green Apple is a carbonated drink that refreshes and energises and comes in sophisticated and innovative packaging that is colourful and eye-catching. The product is outstanding with a unique taste. At present, Carabao CAN Green Apple is a great success in the United Kingdom and European markets. It is set to go on commercial release at 7-11 shops for Bt25 from June 14. The target group are the new millennials, or Gen Y who are known for their individualism and taste for new positive challenges. The company is planning online and offline marketing and PR campaigns especially on social media and in collaboration with world-class influencers such as notable players of the Chelsea Football Club and new-gen idols. The company will also hold promotional activities targeting the new generation and spanning music, art, and graffiti in cooperation with A-list entertainers and celebrities such as TwoPee Southside, Thailand’s best-known rapper who represents the new generation characterized by their creative ideas and courage to show off their talents in a positive way. They are known for never shying away from doing what they love. This marketing strategy will allow the public to see the image of Carabao in a completely new, different perspective that underlines the fact that Carabao is a world-class product and a world-class brand that is ready to reach all groups of consumers that are diverse and unique. The product launch marks Carabao’s journey into a new era with its standpoint that is in synch with youngsters’ beliefs and ideas. This kind of image fits well with Carabao’s attempt to be a world-class product and a world-class brand in every era and for the new generation,” he says.
The new product launch is giving a big boost to the Carabao brand’s potential that comes as a new phenomenon in the energy drink industry. The launch will enable Carabao to tap more into a market favoured by the new generation, working-age consumers and Gen Y. The company is setting its sights on becoming the No 1 leader in the energy drink market in the next two years.
To welcome the 2018 FIFA World Cup, Carabao is preparing to give happiness to the Thai people. The company has teamed up the private and public sectors to sponsor the live broadcast of the 64 World Cup matches. The company is also organizing a World Cup-themed event titled “Sawasdee World Cup, Get Lucky with Carabao”. Football fans cheering on every match every day will have the chance to win prizes worth in excess of Bt3 million from June 14 to July 15.
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