Collabs in this era may not be uncommon anymore. When many brands start to come up with cute collaboration ideas. come in many forms To attract new generation of consumers who like to see the colors from the cooperation of giant brands, both old and new.
Recently, Ichitan has chosen a popular drink like “Honey Lemon Green Tea” is sold in the form of ice cream together with Nestle Ice Cream. to expand new customer base and expected income of 6500 million baht
Tan Passakornnatee, Managing Director of Ichitan Group Public Company Limited, said, “Last summer, there was a trend in Tiktok from a group of teenagers who used Ichitan to make ice cream to cool off in a fun way. therefore sparked an idea to create a product and saw that it was in line with the strategy of “3N” (New Product, New Market, New Business) that did not limit itself to just beverages. Signaling from these online trends, Ichitan has to respond to trends as quickly as possible. therefore had to talk to Nestle Ice Cream The world’s largest food company with expertise in the world’s leading ice cream production Let’s work together to create new experiences for customers.
this cooperation Believe that Ichitan will maintain the sales proportion of more than 50% because of Honey Lemon Green Tea. Able to maintain the market base for more than 10 years, penetration of ice cream customers should help increase access to customers who need to WFH or study online. Buy for home to relieve stress. from being tired of sitting in front of a screen
However, Ichitan Group has cooperation with other brands. in terms of brand continued But this collaboration with Nestle Ice Cream It is considered a joint product development. By bringing together the aptitude and strength of the 2 parties as 1+1 = 3 is Win Win Win, Ichitan has expanded its products to new markets that have never been before. Nestle Ice Cream Gain confidence in popular flavor products that have been proven for more than 10 years. Customers who want to eat must be able to eat immediately. When it comes to cooperation, it doesn’t come out with just one flavor. But there will be a popular drink of Ichitan transformed into ice cream under the hand of Nestlé ice cream. Many more products, of course.
Victor Seah, chairman and chief executive of Nestlé Indochina, said that Nestle Ice Cream and Ichitan are young favorite brands. both in terms of taste and deliciousness Has a modern image and is a leader in innovation. There are always new products for consumers to taste delicious. Therefore, the collaboration by bringing Ichitan’s best-selling product, Honey Lemon Green Tea, to make Nestlé ice cream trending on TikTok under the Nestle x Ichitan brand will create a buzz among consumers and It will generate sales of both companies to grow a lot.
in terms of marketing strategy Both brands will move forward in all channels. Ichitan is confident that it will support the company’s operating results to grow as the target set for 6.5 billion baht in response to the growing trend of the ready-to-drink tea market in 2021 with a market value of 11,216 million baht, a growth of 4%. The first three months of 2022, the market grew 22.97%, reflecting the increasing opportunities.
