Coke plays up trust in Namthip relaunch

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