Marketing manager Chuyos Kulratanarak said with the 3-in-1 segment growing at 40 per cent a year over the last three years, expanding in this direction was an obvious choice.
He expects the move to more than double Moccona's total market share to 15 per cent from the current seven per cent over the next three years.
Market leader Nescafe dominates the six billion baht market with an 80 per cent stronghold.
Moccona's new look for its instant coffees is "clean and modern", Chuyos said. While the packaging changes for the instant coffee range has been somewhat restricted by the brand's global image, the company had no such limitations when designing the new packaging for its new 3-in-1 brand, Moccona Trio.
"We are the first country to develop Moccona Trio, and we designed the packaging ourselves," said Chuyos.
A six-month ad campaign, 'Choose to Be You', includes a TVC showing the Moccona drinker choosing to explore the countryside after graduation versus his friends' more conventional choices of work and further education.
The company is targeting a 25 per cent share of the 2.5 billion baht 3-in-1 market in three years. Nescafe controls the segment with a 60 per cent share, followed by Singapore brand, Supermix, with a 23 per cent share.
