The eight-month campaign is targeting "professional and amateur athletes, as well as those who frequent sports clubs", according to sports marketing manager Glenn Naglis. Nestle research showed that some two million people in Thailand fit this profile, he said.
The target group will be reached mainly through sponsorships of major sports events and of professional Thai athletes, product samplings at tournaments, on-site promotions at sports shops and fitness centres, and ads in sports magazines.
"PowerBar will sponsor more than 40 events this year, starting with a PowerBar marathon circuit in June, and including 10 events organised by the Royal Cycling Association of Thailand, Naglis said.
