To differentiate itself from rivals such as Oishi, Unif, Sencha, Tipco and Lipton, Puriku is being touted as the first 'white tea'. The total RTD tea market is set to double to 10 billion baht (US$252.2 million) this year, said Suwandee Chaiwarut, marketing manager of Broccoli Family.
Targeting consumers aged between 18 and 39, Krating Daeng has set aside a 185 million baht marketing budget for the product in its first year. The 'Best of tea' campaign, developed by Ogilvy & Mather, includes TV, print and radio, supported sampling, events, POP and website marketing. MDK Consultants has been hired to handle PR, while MediaVest has the media buying job.