Pepsi-Cola (Thai) Trading has launched “Pepsi Generations”, a new global campaign to celebrate the brand’s rich history in pop culture for 120 years. The campaign will see “Pepsi refreshes every generation from past to present,” said Somchai Ketchaikosol, marketing director for beverages at Pepsi-Cola (Thai) Trading as reported by The Nation.
The goal, according to PepsiCo’s press release is to “celebrate the best moments of our past, create new iconic moments for today and set the stage for an exciting future, allowing Pepsi to be the choice for decades to come.”
In Thailand, the soft drink company has made available Pepsi in vintage packaging of five eras: 1940, 1950, 1980, 1990 and 2000. Just 3,000 of these five-can-five-design packs, priced at THB 99, are being released.
The “Pepsi Generations” event at CentralWorld included four clubs featuring a disco and neon display for the 80s and jazz lounge for the 40s etc.
Image from Pepsi Thai Facebook
The Pepsi’s TV commercial for the US market featuring icons that resonate with the different generations. The message is “Pepsi thatâs forever fun. This is the Pepsi for every generation.”
Expect to see a lot more throwback campaigns from Pepsi like the example below where singers dressed in the 1940s style stunned patrons of a food court in Thailand.
Drinking “good water” has become a priority for modern consumers who are wary of the water quality they consume at home and out of home. One area where consumers have no say about the water quality is the water used in restaurants and foodservice premises.
As Chinese consumers become discerning about the water used in cooking in restaurants, this opens up the opportunity for packaged bottled water manufacturers to target the foodservice channel with innovative marketing strategies.
Nongfu Spring official water supplier for G20 Summit
Nongfu Spring (ć怫汱æł), which marketed its bottled water on being “a little bit sweet,” was chosen to supply the G20 Summit in 2016 with natural drinking water, mineral water and fruit juices. The company took this opportunity to promote its Nongfu Spring mineral water as one of the secret ingredients used by leading chefs in creating the delicacies served to international dignitaries.
To prepare the soup for the famous Hangzhou fish ball soup, chef Shen Jun is seen using Nongfu Spring natural mineral water. The natural water is described by Shen as the essential ingredient to make the perfect soup.
Hotpot with Nongfu Spring water
In 2017, Nongfu Spring partnered with Chongqing Hotpot Group (éćșç«é éćą) to designate Nongfu Spring water as the official water used in hotpot. The marketing tagline is “To have the best taste, one has to use the best water.”
Endorsed by Japanese rice expert
In 2017, Nongfu Spring launched a commercial featuring an elderly Japanese by the name of æ汿ć. He is widely known in Japan as the person who cooks the best rice and was seen endorsing Nongfu Spring water.
Master Kong Chinese New Year series
In 2018, Tingyi’s Master Kong (ćș·ćžć ) introduced the Chinese New Year series featuring the auspicious words “çŠăçŠă毿ăćș·.” The characters mean good fortune (çŠ), salary increase (çŠ), longevity (毿) and health (ćș·). The water is to be served during reunion dinner or used in cooking reunion dishes.
You Yue designated water for 2018 Hotelex
Master Kong’s You Yue (äŒæŠ) mid-range bottled water brand released a 2 litre pack in late 2017 for cooking. The water is NSF-certified and was the designated water for the 2018 Hotelex culinary contest.
What Mini Me thinks
The bottled water market in China is expanding into foodservice and in-home cooking applications in search of growth. The examples in China can serve as an inspiration for bottled water companies in other region including Southeast Asia. Consumers in the region are wary of the water quality and some do recognise high quality water is crucial in the making of the best dish.
PepsiCo’s Revive and Miranda (orange and strawberry) are now available in an affordable RM 1.50 per 500ml PET bottle in the general trade in Malaysia. This also marks the return of Pepsi into the ongoing price competition with Coca-Cola and F&N where all the players are competing in the RM 1.50 price level.
Unlike the other players, Revive and Miranda are sold at RM 1.50 but they have the largest volume of 500ml. For the same price, Coca-Cola’s volume is 425ml, while F&N’s is 400ml.
The competition is now focuses on the general trade targeting price sensitive consumers unlike in the past where 99 Speedmart minimarket chain was at the epicenter of competition.
PT Indofood CBP Sukses Makmur Tbk (ICBP), the maker of Indomie, unveiled its latest Mi Goreng Aceh on 28 January 2018 at Blang Padang in Aceh. The new instant noodle with the taste of Aceh is being distributed in Aceh and Medan in northern Sumatra and in several other districts, reported Kompas.com. The price per 90g pack is IDR 2,500.
We have seen a similar launching of regional taste in Malaysia by the largest instant noodle company Nestle. The Maggi 2-in-1 Mi Kolo + Sup was launched in 2015 catering to consumers in East Malaysia (Sabah and Sarawak) and Brunei.
Indomie Mi Goreng Aceh and Maggi Mi Kolo are products that celebrate the culinary richness of the local community with exclusive products exclusively for the local consumers.
Slashing the sugar content is what beverage giant F&N and other players are continuing to do with their existing beverages in Singapore. The cutting down on sugar was set in motion by Singapore Prime Minister Lee Hsien Loong‘s call to reduce sugar content in drinks during the National Day Rally speech in August 2017.
In early 2018, F&N introduced its two latest sugar-free Orange Zero Sugar and Sarsi Zero Sugar in time for Chinese New Year. The zero sugar range is sweetened with acesulfame-K and sucralose.
Also available is the new F&N Healthier Choice Variety Pack containing 24 cans of Orange Zero, Sarsi Zero, F&N Seasons Ice Lemon Tea (Reduced Sugar) and F&N Seasons White Chrysanthemum Tea (Reduced Sugar).
All the no/low-sugar drinks above with the exception of F&N Seasons White Chrysanthemum Tea (Reduced Sugar) are only available in Singapore.
F&N also has the zero sugar version of F&N Seasons White Chrysanthemum Tea (250ml).
In a bid to reduce sugar, companies are substituting sugar with sugar alternatives. In the case of F&N Orange Zero Sugar and Sarsi Zero Sugar, the drinks contain artificial sweeteners acesulfame-K and sucralose. The Straits Times reported restaurant chain Tung Lok has incorporated allulose in yusheng and niangao (rice cake), both are Chinese New Year classics. Nestle Singapore has also started using sugar alternatives but did not provide further details.
Ya Kun Kaya Toast, on the other hand, is not embracing sugar alternatives claiming “the consistency and taste would be affected,” reported Straits Times. Instead, the Singapore chain, best known for its kaya toast and coffee, is encouraging consumers to opt for low-sugar beverages.
Any drastic reduction in sugar within a short period of time may not work as it should be done gradually for consumers to get accustomed to the low-sugar taste. So far, beverage companies in Singapore have done an excellent job in lowering their sugar count.
Photographed by the author – Pokka Natsbee Honey Lemon Juice Drink with lower sugar
According to the press release, “Nestle Coffee-Mate Milky contains high-quality imported milk from New Zealand and the US to offer coffee lovers a perfect combination of uniquely delicious “Real Milky Taste and Right Creaminess,” delighting you with the “Nice Milky Aroma & Smoothest Taste” with no cholesterol and no trans fat.” In addition, this product is “100% imported from South Korea, to fit the milky coffee taste profile preferred by the new generation.”
Nestle Coffee-Mate Milky is available in an 80 gram pack for THB 37 and in a 360 gram pack for THB 109 at leading retail outlets including Big C, Tops, Tesco, Foodland, CJ-Express, The Mall, 7-Eleven, Family Mart and Maxvalu.
The fully-integrated marketing campaign saw actor Gunn Svastiwat Na Ayutthaya appointed as brand ambassador visiting South Korea to feature in the “Love at First Sip” TV commercial.
What Mini Me thinks
Coffee-Mate Milky offers a new experience to young consumers and healthier option for health-conscious coffee drinkers with the use of real milk instead of non-dairy ingredients.
Nestle has introduced an all-new limited-edition Maggi Imperial Oyster Sauce along with the ‘Maggi Lebih Masak, Lebih Wang Wang’ campaign to spread happiness and prosperity during Chinese New Year.
According to the press release, “Maggi has developed nine new recipes featuring nine popular Chinese dishes such as ‘5 Blessings Fish Maw Soup’, ‘Golden Dumpling of Abundance’ and ‘Prosperous Sweet & Sour Pineapple Chicken’.
All these recipes feature the brand’s all-new limited-edition Maggi Imperial Oyster Sauce. Made with a unique blend of oyster extract and scallop flavour, this lusciously thick, sweet and salty sauce promises to infuse dishes with superior taste and a distinctive mouth-watering aroma. These latest recipes are available on the Maggi website while recipe videos are available on the Maggi Youtube channel.”
More recipes can be viewed at the Ho Chak show on 8TV.
During this campaign, a whopping total of over RM 238,888 will be up for grabs, with a Grand Prize of RM 38,888 each for three lucky winners through this yearâs campaign 50 Weekly Prize winners will also take home ang pao cash prizes worth RM 288.
The 500ml Maggi Imperial Oyster Sauce is priced at RM 7.85 at Shopee and 11 Street. The price of the usual Maggi Oyster Sauce (500ml) is RM 5.66 at 11 Street (normal price RM 6.61).
Maggi also has the Chinese New Year culinary set at Nestle’s official store at 11 Street featuring essential culinary sauces and seasoning for your festive cooking needs.
The Quaker oat brand of Pepsico (Malaysia) is collaborating with the food delivery companies to develop menus incorporating Quaker oats. The partnership with Mammam, the provider of halal certified Asian meals delivered on-demand, sees the creation of three Quaker oat meals – Tom Yum Fried Rolled Oats, Oats Stuffed Grilled Chicken Breasts and Oats Omelette Sandwich.
Image from Mammam
The three delicious dishes are described by Quaker as “perfect for your balanced diet plan this Lunar New Year.”
Kurin X Quaker
The collaboration with Kurin, the provider of health food on-the-go, on the other hand sees the launching of Kurin x Quaker guilt-free snacks. The snacks comprise Blueberry, Cranberry & Chia Seeds, Raw Cocoa, Walnut & Chia Seeds, Medjool Date, Almond & Chia Seeds and Gluten-Free Protein Brownies.
Image from Kurin
Chicken Rice Shop X Etika and Mamee
We have seen other brands collaborating with the foodservice industry players. In December 2017, Etika Group of Companies (Etika) worked with The Chicken Rice Shop (TCRS) to unveil Salted Egg ABC into TCRS menu. The ais kacang dessert featured Dairy Champ condensed milk.
Image from The Chicken Rice Shop
The halal chicken rice chain previously partnered with Mamee-Double Decker (M) Sdn Bhd in January 2017 to come up with the limited edition Ayam Rangup Berapi. The chicken rice dish was coated with Mister Potato Crisps Fiery Fried Chicken flavour.
What Mini Me thinks
Food manufacturers are finding ways to reach out to more consumers and one approach is to collaborate with foodservice operators to create co-branded products. Such approach exposes consumers to new ways of consuming their familiar food, thus creating more excitement for the brands.
With Chinese New Year approaching, food and drinks marketers have been busy launching creative marketing and post-of-sale display to entice Malaysian shoppers to open up their wallet to spend after a muted CNY in 2017.
Nestle’s Kit Kat is offering consumers with limited edition Kit Kat jumbo mugs, limited edition Kit Kat travel tins to discover cities with your taste buds and limited edition Kit Kat Pink for Valentine’s Day.
Hershey’s and M&M’s are promoting their iconic chocolate products.
As usual, Ferrero Rocher’s chocolate wrapped in gold adds value to the Chinese New Year hamper.
At Pringles, the potato crisps is concentrating on its original (red) and sour cream & onion (green) crisps but apparently all of them are still in their Christmas design.
Similar to last year, OldTown is celebrating the Chinese New Year with golden packaging. The gold pack is designed to tell a tale of sincerity through the symbol of birds as a herald of continuous prosperity.
Power Root’s Ah Huat presents a very mainland Chinese approach to CNY marketing in the form of a prosperity gift pack. Rice cracker maker Want Want has done this a lot in China. This year, Ah Huat collaborated with the paid digital satellite radio and television service provider Astro, which introduced a mobile game app for the first time in Malaysia. Fans are able to unlock limited edition game items when using special Ah Huat QR codes that can be found on Ah Huat Prosperity Gift Packs.
Instant coffee maker Super Malaysia’s Super Prosperity Box comes with a limited edition airtight container.
Image from Super Malaysia Facebook page
Quaker Malaysia’s Chinese New Year Gift Box comes together with either Quaker Instant Oatmeal or Quaker Oats For Rice. Thereâs also a festive recipe on the back of the pack to inspire you to cook up an Oatsome reunion dinner feast.
Sunquick is focusing on Sunquick RTD juice for CNY. Cordial is mainly aimed at the Malay market. for CNY, it is offering 3 exciting flavours in one limited edition pack perfect for gifting and sharing. The message is “Happiness blossoms when you share the joy.”
Pokka Malaysia has the tagline “The taste of new beginnings” featuring Singapore’s MediaCorp artiste Vivian Lai. The focus this year is on promoting the new Kiyo Kyoho Grape Juice Drink.
Ace Canning’s Drinho is promoting its range of Asian drinks that were given a new packaging in late 2017. The The God of Prosperity Choy San Yeh is visiting several outlets to offer Chinese New Year deals on Drinho beverages.
F&N is offering the Keep cool with F&N Seasons of Huat campaign offering the chance to walk away with a grand prize of RM 888 and weekly prizes of 3x crates of F&N beverages with every purchase of 1 carton of F&N Seasons.
Yeo’s is giving away RM 888,888 worth of cash prizes with the purchase of any Yeo’s/Cintan products worth RM 18 & above to win.
May Prosperity keep POP-ping this Chinese New Year with Spritzer Pop.
F&N’s 100 Plus is stacked up high to improve visibility with the gold bowl topping the display.
Coca-Cola features the limited edition designs and a chance to win an exclusive gold can.
Carlsberg Malaysia is promoting its Carlsberg Smooth Draught and its iconic Carlsberg in green can.
Heineken Malaysia Berhad focuses on its Malaysia number 1 beer claim and wishes Tiger beer drinkers “May your year overflow with prosperity and togetherness.”
With the purchase of 3 cartons of participating brands, consumers can get a limited edition Tiger mahjong sets at RM 99.
We take this opportunity to wish all Minime Insights readers a Happy Chinese New Year and Gong Xi Fa Cai !!
To demonstrate the authenticity of the strawberry juice, the Shin Sen Strawberry Juice in Thailand comes with three real strawberries in each 250ml bottle.
We have seen similar strawberry drinks or powdered strawberry drink with strawberry bits but this is one that features the whole fruit.
Shin Sen Strawberry Juice is priced at THB 35 per bottle and was spotted at 7-Eleven Thailand in November 2017.
Dilmah Tea has introduced Single Source Estate Ceylon Tea in ready-to-drink (RTD) format in Singapore and Malaysia. The range comprises:
Lemon & Lime (Black...
Singapore, 6 August 2024 -Â When itâs hot, itâs blistering. In the recent years, weather conditions have worsened and temperatures are expected to continue to...
Pokka Malaysia has the tagline “The taste of new beginnings” featuring Singapore’s MediaCorp artiste Vivian Lai. The focus this year is on promoting the new Kiyo Kyoho Grape Juice Drink.
Coca-Cola features the limited edition designs and a chance to win an exclusive gold can.
