Thailand’s OISHI Group Public Company Limited has launched Oishi Apple Honey and Oishi Apple Honey Light with exclusive ingredients of Japanese apples harvested in Aomori and Hyakku-mitsu honey from Hokkaido.
Supporting the launch is the announcement of the collaboration between OISHI and Thailand’s number 1 multiplayer online battle arena (MOBA) game “ROV” to roll out the “Oishi X ROV: Full Set of 5 Japanese Skins” campaign. Teen gamers and Oishi fans can win more than 50,000 prizes of ROV’s special items daily as well as the jackpot – full set of 5 Japanese skins.
The recent partnership between Oishi and ROV is a reflection of the ever increasing collaboration between beverage companies and game publishers to reach out to young gamers.
We have seen how Ichitan and TC Pharmaceuticals have launched various campaigns in the past to target gamers.
For example, Ichitan’s latest Hunt for the Code of the Galaxy Doom’s Fire Gun Skin campaign in partnership with Garena Online in September 2019 involving Ichitan Chew Chew Kyoho Grape and Ichitan Chew Chew Lime Honey is aimed at extending the consumer base particularly to Gen Z (born between 1995 and 2010).
In terms of production innovation, the RTD tea category is embracing apple as a flavour. The entry of Oishi Apple Honey joins competitor Ichitan, which has already introduced Aomori Fuji Apple Flavoured Green Tea and Fuji Apple Flavoured Iced Black Tea.