Ovaltine goes cold for Thai consumers

<P>After establishing itself as a twice-daily drink, Ovaltine is all set to introduce a third drinking occasion for its consumers, with the launch of a new brand, Ovaltine Yen Cold Crunchy.</P> <P>"Thailand is a warm country, so we do not generally drink hot beverages during the day. This is especially true for children," said Cholakan Visutipitakul, group account director, Y&R Thailand, the agency handling the account.</P> <P>"This was an opportunity for Ovaltine to go beyond a hot-form beverage." </P> <P>The new line extension by Ovaltine has both kids and their mothers as its target audience. </P> <P>"Due to its cold and crunchy nature, as well as its ease of preparation, it is sure to appeal to the younger generation," said Cholakan. </P> <P>"The challenge is to convince the mums to stock the product at home as a daytime cold drink, and not substitute it with the original Ovaltine tonic food drink."</P> <P>The 30-second commercial opens with two children consuming Ovaltine and cereal separately at an evening snack time. By chance, the pieces of cereal fall into the drink and the children find a new  'crunchy and chewy' drink. Their mother, having witnessed this, discovers the new 3-in-1 Ovaltine Yen Cold Crunchy, which offers the same nutritional value and is a perfect daytime cold drink. </P> <P>"The TVC shows how the new product is different from the traditional one and convinces mothers why they should buy it," said Cholakan.</P> <P>Ovaltine is the market leader of the tonic food drink category, commanding 72 per cent of the four billion baht (US$107 million) market in Thailand.</P> <P> </P>