Red bull targets first-jobbers

"Our entertainment marketing strategy has been designed to broaden consumption of Kratingdang by younger people, especially first-jobbers among blue-collar workers. In particular, we're targeting those who have just graduated from vocational schools," said Sanit Wangvicha, the marketing manager.

Currently, its main clients are adults aged more than 30, to younger people and new graduates aged around 25.

The company announced its Bt50-million sponsorship package for the Thai movie, "Fire Ball", starring Preeti "Bank" Barameeanant of Clash band.

Sanit said that under the sponsorship, which is part of the "Two Hands One Heart Everything is Possible" campaign, The Red Bull Beverage would tie-in its Kratingdang drink in the "Fire Ball" movie. The film will be screened at local cinemas by the end of November. The singer is also signed up as the new presenter for other types of commercials. The company would also feature a road show of rock concert festival in November.

Sanit said that energy drinks belong to a product category banned from using sports celebrities as commercial presenters. They also cannot launch any ad campaign regarding donations to any charity. The competition in the energy-drink segment is more intensive this year due to the slowdown in the economy and higher inflation, which seriously affects the spending power of consumers.

"We [The Red Bull Beverage] however want to be one of the active local players in the energy-drink industry in launching such creative campaigns and activities to encourage the total market," said Sanit.

Sanit added that the company expected to increase sales of Kratingdang by about 10 per cent this year. The total energy-drink market in Thailand is expected to grow by only 1 per cent this year from Bt15 billion last year. Kratingdang holds a 14.5-per-cent share in the local energy-drink market.