Ajinomoto Sales (Thailand), which is reviving the Birdy coffee brand's image in a bid to expand its teen customer base, has launched Birdy Barista canned coffee - with TV star Nadech Kugimiya as its presenter.
Haruhiko Emura, manager of the processed food and beverage unit, said the company had revised its 2014 marketing strategy for Birdy canned coffee with a view to broadening its customer base among younger-generation drinkers.
To this end, it has enhanced the Birdy brand image, adding to it a greater sense of liveliness and modernity under the new “Birdy Wake Up Your Life” campaign.
Nadech is the presenter of a new TV commercial, in which he exhibits the dynamism of today’s lifestyle, said Emura.
Further, the company has formulated marketing communications plans to be implemented throughout the year, and set up numerous marketing activities aimed at inspiring the younger generation to take on new challenges in life.
He is confident that the rebranding, together with the use of a new presenter who is widely popular among the younger generation, will increase Birdy’s market share, which is currently 70 per cent in the canned-coffee industry.
This year, the company has also allocated a budget of about Bt900 million for marketing communications plans to accomplish its Birdy business goals.
The company has also expanded the customer base to officer workers who prefer good strong coffee by launching Birdy Barista, a canned-coffee alternative developed under the concept “Good Morning Shot”, which the company believes is ideal for workers who do not have much time in the morning.
Birdy Barista is made from premium Arabica coffee beans, and is best enjoyed in shots with a bold taste available in small cans. It is available in two flavours: Latte Shot and Espresso Shot.
The current Thai market value of canned coffee is about Bt10.6 billion, and 5-per-cent growth is expected annually, said Emura.
“Birdy currently has a 70-per-cent share of the canned-coffee market. We target reaching 73 per cent [soon], and 75 per cent by the end of this year,” said Kittiya Suksud of Ajinomoto Sales (Thailand)’s beverage business department.
“The brand revamp is aimed at grabbing new coffee drinkers who have a younger lifestyle. The brand character will be adjusted to be more modern, active and fresh,” she said.