"This year hasn't been as hot as previous years," said marketing director for Pepsi-Cola, Anirudh Mahathorn. "It's been more rainy, more cloudy." The hot months from March to May are considered high season for the cola companies, accounting for more than 30 per cent of annual soft drink sales.
The CSD market also expanded just three per cent in the first two months of the year.
Anirudh maintains, however, that the projected five to six per cent growth for the category is "definitely" achievable. "The carbonated soft drink category can grow with innovations in packaging and in products, and we'll do whatever it takes," he said.
For the summer, the company will invest 120 million baht (about US$3 million) on two main campaigns: the relaunch of Pepsi Twist as Pepsi Twist with Extra Lemon; and the Thai launch on March 20 of the global 'Gladiators' TVC, featuring international pop stars Britney Spears, Pink, Beyonce Knowles and Enrique Iglesias, and a reworked version of Queen's anthem 'We Will Rock You'.
Pepsi is simultaneously "using our heritage music platform to strengthen our core brand... and a taste platform to expand the consumer base," said Pepsi-Cola Thai Co marketing director Charlie Jitcharoongphorn.
"These are strategies that will reinforce Pepsi's image while boosting our sales and driving Pepsi's growth beyond the market growth average."
Rival Coca-Cola meanwhile began the summer season with a lucky draw promotion for its core brand, and the Thai launch of Sprite Ice, which "perks up the drink's lemon lime taste with a touch of mint".
The launch in Thailand is part of the Sprite brand relaunch, which began in late-January, and is expected to have driven total brand awareness to over 80 per cent nationwide by mid-March.
A Nielsen Media Research survey gives Sprite 85 per cent of the lemon-lime soft drink segment in Thailand, and indicates high brand loyalty among Sprite drinkers.
Coca-Cola has high hopes for its latest offering: Coca-Cola marketing manager, Chuenhathai Vuntanadit said a research conducted among 20 to 29 year-olds found that 80 per cent liked the drink.
"In addition to this, over 90 per cent of consumers surveyed claimed they would drink Sprite more frequently," she said. "Given the highly positive research results and the fully integrated marketing activities to support the launch of Sprite Ice, we are confident that it will be as popular among Thai consumers as it is with consumers in other countries."
Sprite Ice was launched in Singapore at the beginning of February and in Hong Kong in December. It is also available in Canada, Belgium, Italy and Australia.
Cola labels build buzz as weather hits sales
Soft drink giants Coca-Cola and Pepsi have launched their summer offerings amidst uncooperative weather, and slow growth in the carbonated soft drinks category.
