Thailand - - first in Asia to launch Fanta Blueberry Splash

01 Mar 2003

The number one flavored brand of carbonated soft drinks launches first blue soft drink in Thailand as part of new Fanta Taste the Color of Fun Campaign Bangkok, February 26, 2003 - Fanta, Thailand's number 1 flavored carbonated soft drink has made an even more fun and colourful splash to launch its activities this year - with the first blue soft drink in Thailand. Fanta Blueberry Splash was unveiled today in Thailand - the first country in Asia - as part of the new Fanta campaign "Fanta...Taste the Flavour of Fun". "We're really excited to be first to launch Fanta Blueberry Splash in Asia and are confident this innovative new flavor will appeal to teens that are looking for new fun and exciting things," said Pam Chuenhathai, Marketing Manager, Coca-Cola (Thailand) Ltd. "Teens just love the blue color and blueberry flavor," she added. "Almost 90% of teen consumers who tested Fanta Blueberry Splash said they loved our new colorful 'flavour of fun' and over 80% said they would buy it again." "The introduction of 'Fanta Blueberry Splash' re-emphasizes Fanta's leadership as this is the first-ever 'blue' soft drink in Thailand and Asia," said Chuenhathai. "Indeed, Thailand is among the top ten countries around the world for Fanta." "We've connected with teens in Thailand very strongly through a strong brand proposition of fun -- together with innovative marketing and colorful new flavors that keep teens excited. At this age, our research showed that Thai teens crave new and fun experiences within their peer groups - so Fanta aims to give them just that." Fanta plans to roll out the integrated marketing campaign 'Fanta...Taste The Flavor Of Fun' campaign in parallel with the 'Fanta Blueberry Splash' launch. To promote the new flavor, there will be a new TV commercial entitled 'Show Off' which will be aired in early March, coupled with radio spots, outdoor ads, cinema ads, point of purchase materials and consumer activities. Soon to appear at teen hangouts, the 'Fanta Blueberry Splash' station will offer the largest-ever sampling program of 390 ml PET bottles so that teens can experience the flavor of fun for themselves. In addition, there will be Fanta Caravans upcountry and in-store sampling programs at Big C, Tops Supermarkets, and Tesco Lotus. 'Fanta Blueberry Splash' will be available in 10 oz glass bottles, 390 ml PET buddy, 325 ml cans, and 1.25 litre PET at supermarkets and hypermarkets on March 1. The "Fanta...Taste the Flavor of Fun" campaign will be backed by a full range of activities that revolve around the 'Fanta Language,' which is sure to strike a chord with today's teens. "The campaign involves the creation of 'Fanta Language' that allows teens to communicate among their friends in a unique way using gestures rather than speaking out loud," said Chuenhathai. "We believe that the Fanta Language, backed by the 'Train' TV commercial, will catch on quickly among teens". Fanta has consistently been the number one flavored soft drink in Thailand for over 40 years. Fanta currently enjoys an over 70% share in the flavored soft drink market in Thailand (Source: AC Neilson the latest year). The Coca-Cola system in Thailand is the leading producer and marketer of beverages in Thailand, producing the world's favorite soft drink, Coca-Cola; together with Fanta, Sprite, Schweppes, A&W, as well as non-carbonated beverages such as vitamin-and-calcium-enriched Qoo fruit juice drink and Namthip bottled water.