"There is big potential for cultured yoghurt in the market, as consumption is quite low at just four million bottles a year, compared to the Thai population of 65 million," said Pornchai Sawadsuksobchai, managing director, Dutch Mill.
Dutch Mill has launched an aggressive 250 million baht (US$6.3 million) promotional campaign for Casei, doubling the budget from 2005. The campaign includes below-the-line activities, such as school trips, local events and press conferences on the benefits of drinking dairy products compared with other beverages.
Of the total budget, 100 million baht has been earmarked for an above-the-line campaign that includes print ads, BTS and billboards and SC Matchbox-created 30-second and 15-second TVCs, titled 'Lacto', featuring an animated character of the same name.
"The main objective of the TVC is to emphasise that Dutch Mill drinking yoghurt not only has Vitamin C from fruit juice, but also nutritional value from lactobacillus, the most important ingredient of the drink," said SCMatchbox account director Usanee Macmyraxa.
"Lacto is an adorable character, whose irresistible charm will not be forgotten by audiences."
Casei challenges Yakult in Thailand beverage market
Dutch Mill has extended its cultured yoghurt product line with the launch of Casei in a bid to compete with market leader Yakult.
