McCann Worldgroup Thailand has partnered with the TCP Group, known for its “Kratingdaeng (Red Bull)” energy drink, to launch a new campaign for “Ready” – their energy drink specifically designed for women in a range of formulas.
The campaign, called “FUN-ergy” launched at the beginning of May, and is promoting a new product line of the sparkling energy drink in two flavours. As a lifestyle energy drink for women, Ready Sparkling aims to grow the energy drink category, targeting a new generation of consumers.
The campaign uses a music-marketing approach, by collaborating with the Pretzelle T-POP girl group for an up-tempo and fun song, “I’m Ready”, to boost awareness on social media and streaming platforms. The campaign further amplifies the message with dance tutorials and a TikTok challenge to win prizes.
The online component was further brought to life by a high energy activation to drive experience, which saw the Ready brand collaborate with “Gravity Motion” a group of pioneers who are passionate about K-POP, to choreograph and organise flash mob events in the centre of Bangkok. Ready’s DJ trucks were also used, driving around the city following strategic routes that match young female passion points, with free give-aways of the product.
Sukit Kittinuntakul, General Manager from McCann Worldgroup Thailand, said: “Empowering all Thai women through the Ready energy drink is the mission entrusted to us by TCP. This brief fills us with inspiration, yet presents a challenge of how to spark conversation around the new product launch – we needed to kick off with a big bang! Music and dance are the right universal passion point for young people and can seamlessly amplify the momentum from online to offline.
“McCann Worldgroup Thailand along with IPG Mediabrands, as TCP’s agency partners, are excited to be part of the product campaign that not only supports groups of young pioneers in T-Pop through collaborations, but also drive passions in music and dance among young Thai women in society level as well.”
“‘Ready Sparkling’ Soda Energy Drink, formulated to boost and refresh energy levels, is aimed at expanding the business through the growing segment of a new generation of women within the energy drink category. In collaboration with our agency partners, we are pleased to launch this campaign featuring the ‘Pretzelle’ T-POP girl group. This fresh and exciting campaign is perfectly aligned with the brand promise of ‘Ready’, the energy drink for new generation, ready to empower every Thai woman”, said a spokesperson for the TCP marketing team.
View the TikTok challenge here.
Credits
Client: TCP
Chantra Rojcharoensak – Global Marketing Director
Prapaipak Weigl – Country Marketing Department Director
Anurak Teeralabhnanon – Associate Marketing Thailand Country Director
Rapheephorn Udompornpadung – Brand Manager
Creative Agency: McCann Worldgroup
Sukit Kittinuntakul – General Manager
Arveewan Tatiyaprapa – Business Director
Nitaya Luesantear – Account Director
Natthamon Monthaswin – Senior Account Executive
Supaporn Chunruang – Creative Director
Sukitta Amonpituk – Senior Copy writer
Narilak Nimanong – Art Director
Chitlada Kowitweeratham – Project Manager
Media Agency: IPG Mediabrands
Warayut Nualkhao – Business Director
Voravan Khandhawit – Business Group Head
Jira Jariyayothin – Business Group Head – Influencer
Siriporn Arreekarn – Senior Content
Maturada Chuanklin – Digital PR Marketing
Sajee Boonlarp – Account Director, Group Head
Panjit Auasurattanachai – Content Manager
