Published on November 04, 2005

After launching no new products for a long time, Pepsi-Cola (Thai) Trading is introducing Pepsi Latte, a mix of cola and coffee flavours.

More than a million cases are expected to be sold within five months, said marketing director Charlie Jitcharoongphorn. “The company has tested the market these past few years. Launching Pepsi Latte is a way to reinforce our ‘Dare for More’ concept, as coffee flavour is new to the Thai cola market. It’s also a way to assert our strong brand awareness,” he said. Charlie said Thailand – Pepsi’s strongest Asian market – is the first country to launch the drink. “The target group is ‘first jobbers’ who have their own way of life.”

The company has set aside Bt30 million for advertising, including full-scale ad campaigns and sample give-aways at shops and office buildings from next week, when the product goes on sale.

Since 1993, the company has attempted to sell Pepsi Max, followed by Pepsi Twist, Pepsi Blue, Pepsi Fire/Pepsi Ice and Pepsi Twist Double Shot, all of which have usually lasted less than one year. Revenue from sales of Pepsi’s original flavour represent more than 90 per cent of its total revenue.

In the sugar-free cola market, Pepsi claims a 70-per-cent share.

Nitida Asawanipont

The Nation

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