BANGKOK: Coca Cola is claiming record sales figures for the launch
of Schweppes Manao (lime) Soda in Thailand following a retro '50s-styled
campaign.
The Leo Burnett Thailand campaign to launch the beverage introduced
viewers to the lovely but lonely Miss Manao who is pining for some
"tingle" to match her "zest". Her dreams are realised when the handsome
Mr Soda (the fizzy-water delivery man) shows up at her door and a
perfect pair is made - "zest and tingle, just like Schweppes Lime
Soda".
"The sales figures suggest that we've really managed to tap into the
hearts and minds of consumers with Miss Lime," said Pornsiri Rojmeta,
Leo Burnett Thailand managing director.
The integrated campaign ran from November 2000 until the end of March,
using television radio and print. Coca-Cola extended the media run when
sales reached four times the original target. "The success comes from
both the product and its advertising. Manao Soda offers consumers
something unique," said Pornsiri.
She claimed that Coca-Cola has awarded the agency further assignments
based on the campaign's success.
