"Our extensive market research showed that teenage consumers wanted fruit juice with added value. We went on to create Mizu, a fruit juice with collagen from deep-sea fish. As we all know, medical reports indicate that

collagen contributes to firming and brightening the skin.

"So Mizu-drinkers will not only feel instantly refreshed, but their skin's vitality will also be restored if they drink it regularly," he said.

The company focuses on the distribution of consumer products, including food and beverages, and the timing is good for the launch of a ready-to-drink fruit juice during this hot weather, he said.

Mizu will be aimed at the domestic market for a year before it is exported to neighbouring markets such as Vietnam.

"We expect to sell Bt150 million worth of Mizu this year, and we are confident that it won't be long before it wins the hearts of teens around the country. We expect it to snare 10 per cent of the 30-per-cent segment, which is estimated at Bt1.4 billion this year," he said.

Mizu is priced at Bt17 a bottle, about Bt3 cheaper than regular bottled green tea. It comes in three flavours, orange, grape and berry, and three package designs, featuring three images of "Hello Kitty".

The company decided to incorporate the character image, exclusively licensed by Sanrio of Japan, into its cartons because it is very popular with local teens.

"She fits perfectly with the product image," he said.

"We have allocated Bt40 million for a marketing campaign with product-distribution try-outs, production of Hello Kitty souvenirs for lucky consumers and school tours," he said.

A TV commercial called "Brighten Up" started airing yesterday with popular teen singing duo Four-Mod as presenters.

"They are very popular with teenagers and about the same age as our target consumers. They also have very lively personalities, which fits the image of our product perfectly," Surat said.

Kwanchai Rungfapaisarn

The Nation