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.
