- Now available at 10 baht per bottle nationwide, Kratingdaeng continues to deliver the same taste, quality, and high taurine content.
- Kratingdaeng launches the campaign “Energizing Thais Forward,” reinforcing the brand’s role in understanding and supporting working people.
04 March 2026 – As many people strive to keep life on track amid mounting pressure from rising living costs and higher prices for everyday goods, Kratingdaeng, the energy drink brand under TCP Group, is reinforcing its role as a source of everyday support for Thais. The brand has launched “Energizing Thais Forward” to make the familiar taste consumers know and trust more accessible. Under this campaign, Kratingdaeng Classic is now priced at THB 10 per bottle nationwide, while maintaining the same familiar taste and quality, along with 1,000 mg of taurine and B vitamins to help boost refreshment and support readiness throughout the day. This reflects the brand’s commitment to standing alongside working Thais at a time when extra physical and mental energy is needed more than ever.
Mr. Varawut Pongchinpak, Chief Commercial Officer – Thailand of TCP Group, said the decision is not simply a pricing strategy, but a reflection of Kratingdaeng’s role as a brand that aims to be more than just an energy drink—serving as “moral support” that stands alongside real working people in their everyday lives. “We believe the energy people need to live and move forward should not be limited by the cost of living. As consumers become more careful with their spending, brands can play a meaningful role in helping ease everyday burdens, even in small ways that provide the energy to keep people going. Kratingdaeng Classic’s new nationwide price of THB 10 per bottle is therefore more than a marketing move—it is a deliberate decision to stand alongside consumers. Therefore, Kratingdaeng continues to offer the same trusted quality and familiar taste, with vitamins and taurine that help support physical readiness, while also serving as a source of encouragement for those who carry responsibilities on their shoulders every day,” Mr. Varawut said.
All Kratingdaeng formulas are developed to meet the diverse needs and lifestyles of consumers across every segment—allowing consumers to live life to the fullest while getting both energy and the benefits of essential vitamins in a single bottle.
- Kratingdaeng Classic (Blue Cap)An energy drink enriched with vitamin B12 and 1,000 mg of taurine, formulated to help nourish the nervous system and brain, while supporting the body’s energy levels and mental clarity.
- Kratingdaeng Extra ABC (Red Cap)An energy drink enriched with vitamin B12 and high vitamin A to help support vision, with 800 mg of taurine.
- Kratingdaeng Extra Zinc (Black Cap)An energy drink enriched with vitamin B12, enhanced with the added benefits of zinc to help support muscle strength, with 800 mg of taurine.
- Kratingdaeng Theoplex-LKratingdaeng’s original energy drink formula, enriched with high vitamin B6 and vitamin B12 to help support healthy red blood cell formation, with 850 mg of taurine.
A 360 Marketing Campaign Reaching Real Working People Nationwide
The “Energizing Thais Forward” campaign adopts a 360-degree communications strategy designed to reach “real working people” across Thailand in the many realities of their daily lives—from motorcycle taxi drivers and delivery riders to people in a wide range of professions. The campaign is brought to life through a fully integrated mix of online and offline activities, including its launch on national landmark screens, social media activations, and collaborations with delivery platforms to engage riders and working consumers. It also features on-ground activities with “BamBam-Kunpimook Bhuwakul” to connect with younger audiences, alongside four-region roadshows with “Joey–Phuwasit Ananphongsiri,” who will meet consumers in provincial areas. In addition, the campaign includes community-focused initiatives and a variety of communications that reflect the everyday stories of working people, reinforcing Kratingdaeng’s image as a brand that truly understands, values, and stands alongside Thai people in every role they play in life.
“As TCP Group marks its 70th anniversary in 2026, Kratingdaeng—a brand that has grown alongside the hard work and spirit of Thai people for generations—has built on the TCP Group’s ‘Energizing…Forward’ concept through the ‘Energizing Thais Forward’ campaign,[KS1.1][KS1.2] passing on encouragement through the everyday moments and familiar touchpoints that are close to people’s lives. This campaign is both a gesture of appreciation for the trust consumers have consistently placed in Kratingdaeng and a reaffirmation that, regardless of the economic climate, the brand will continue to stand alongside working Thais and empower them to move forward every day.” Mr. Varawut concluded.
