Nestlé Pure Life ads target young Thais

Led by the line ‘Share your lively life. Share with Nestlé Pure Life', the campaign consists of three 30-second TV spots featuring Thai pop star Tina and upcoming actor Top Chaiwat.

‘Basketball' tells the story of a shy student who falls in love with a basketball player. She expresses her feelings for him by giving him a bottle of Nestlé Pure Life.

"The competition in the drinking-water market will be vigorous this year, given 2006's market value of 13 billion baht and a forecast of continuous growth," said Prayad Anuchiracheewa, executive director for Nestlé Thailand's water products. "Major players are marketing aggressively to gain acceptance and recognition."

The Thai mineral water market is dominated by Singha, Crystal (Pepsi), Pure Life and Coca-Cola's Nam Thip. Thailand is the ninth largest bottled water market in the world, having tripled in the last decade and taken share from carbonated drinks. Bottled water now accounts for 40 per cent of soft drink consumption in Thailand.