Coke plays up trust in Namthip relaunch

BANGKOK: Coca-Cola has relaunched its bottled water brand with a television campaign that focuses on the extensive cleaning process it employs to bring clean and safe water to consumers. The repositioning campaign for Namthip comes a year after the brand's launch in Thailand's cluttered PET segment, which has about 10 other brands vying for consumers' budgets. Namthip's relaunch - supported by print advertising, new packaging and POP - is part of its effort to wrest market leadership from rival Singha. With poor water quality a concern among Thai consumers, Burnett zeroed in on the processes involved in ensuring the purity of Namthip's water, said deputy general manager Jeffrey Delkin. He said the focus on Namthip's extensive cleansing process helped Burnett develop the communications platform of care, which was "very relevant in Thailand". Delkin said this provided a sharp contrast to the nature-based message of rival brands. "We wanted a proposition that was relevant, believable and memorable and this one seems to reasonate with Thai consumers," said Delkin. The relaunch of Namthip was triggered by findings that the brand was not growing as fast as the category.

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