Vitamilk launches Vitamilk Lite, 50% less sugar and brings Mario Maurer back as presenter again And the Best Start marketing campaign persuades Thai customers to focus on breakfast. It is expected to help drive sales, especially ready-to-drink glass bottles, which will grow by 10-15%.
Anant Theeravichayakul, Marketing Manager, Green Spot Co., Ltd., spoke about the origin of the BEST START campaign, saying that due to the recent COVID-19 situation, many people have stopped doing activities. Luke Come back with a new campaign “BEST START – Start a good thing. Add protein from Vitamilk.
The word BEST START for Vitamilk is to start well and we will have the power to do good things to achieve our goals. We found that more than 50% of today’s consumers tend to skip the first meal of the day when they are in a hurry. Vitamilk is the answer to replenish your energy in a short time. in order to have strength and power Start doing good things throughout the day. This year, Vitamilk was launched. “Vitamilk Light, 50% Less Sugar”, which is an innovation in soy milk production designed to meet the trend of health-loving consumers. who want to reduce or limit sugar But don’t want to miss out on familiar flavors. which Vitamilk Light and Vitamilk The original formula will be our Product Mainstream this year.
In addition, in 2023, Vitamilk also welcomed the return of Mario Maurer to #TeamVitamilk again, leading the army in the #BESTSTART campaign, in which Mario’s identity matches Vitamilk’s character perfectly. with personality and personal habits that are hospitable, fun, healthy, love exercising And he has consistently grown in the industry. In addition, his acting work has been recognized both in Thailand and Thailand. and abroad makes us see that with the elements of strength, both physically, mentally and acting skills Mario is the best
In addition to the latest activities in the BEST START campaign that Vitamilk has opened the era to create excitement in the soy milk market since the beginning of 2023, Vitamilk also has a marketing strategy. to reach target groups who like to drink soy milk regularly ready to expand the base to health lovers Including fans of young Mario, both Thai and foreigners.
The main target group of Vitamilk is still Gen XY who still come out to live, do activities and work, especially the Core User group who drinks Vitamilk, there are all over the country in every occupation, even during the Covid situation, many People will refrain from going out to do their favorite activities. But when everything relaxes We therefore want to wake up the trend to start doing good things together this year. We use the 360′ Marketing communication strategy to reach the target groups, including
- Brand Ambassador Vitamilk chooses Mario Maurer, a well-known young actor who is known by people of all genders and ages. Bring new products like ‘Vitamilk Light’ enters the hearts of consumers and Thai and foreign fans.
- Communication strategies, both Online, Offline and On Ground, by drawing in consumer data to analyze and plan to reach consumers in the right place at the right time. By placing both the subject of the time and the place to fit Including selective access to online consumers to increase the efficiency of reaching consumers in every customer journey.
- Retaining the existing customer base and expanding the base to health lovers: introducing Product Mainstream, both original formula and Vitamilk Light, 50% less sugar, answering health questions. Penetrate the Health Concern consumer group, when Vita Milk Light comes out. will allow consumers who like the original flavor but want to control the amount of sugar can skip to drink the new formula straight away Including reaching a group of health lovers who are not yet consumers of Vitamilk. And also create repeat purchases or consume more each day.
- The freshness and uniqueness of Vitamilk Different from other brands of soy milk: Serving ready-to-drink soy milk in an ice-cold glass bottle has become a charm. get refreshed Rejuvenate with the first and only Vitamilk made Therefore, it hits the hearts of Grab & Go groups who want to add protein and freshness, creating a strong fan base for Vitamilk.
- Convenient distribution channels that meet every lifestyle: Vitamilk serves customers in every channel. Can be bought anywhere, anytime, whether it’s a Convenient store, Supermarket, Modern Trade or even online in the form of E-commerce that focuses on fast delivery to the front of the house. Therefore, no matter where the customer is, Vitamilk can deliver nationwide.
from the strategy and comprehensive distribution channels We expect that in 2023, sales of Vitamilk, especially ready-to-drink glass bottles, will grow 10-15% from 2022 (YOY). of Vitamilk, health consumers Including Mario’s fans, both Thai and foreign, will welcome Vitamilk Light, 50% less sugar and the Best Start campaign.
