The secret recipe that has embedded the ‘Coke’ brand in consumers’ hearts for more than a 100 years goes way beyond the product, becoming not just part of their lifestyle but also their inspiration.
While everyone instantly recognises Coke, Coca-Cola today offers drinks across many beverage categories, several of them designed especially for Thai consumers.
To introduce the company’s products that are currently available in Thailand, the Coca-Cola system in Thailand recently hosted an exclusive workshop to showcase a wide array of drinks across many categories.
The sparkling category includes Coke Original, Coke No Sugar, Coke Light, the newly introduced cross-category innovation Coke Plus Coffee, Fanta, Sprite, Schweppes and A&W Root Beer. The ready-to-drink juice category covers Minute Maid Splash, Minute Maid Pulpy, Minute Maid Vita Kids and the recently launched Minute Maid Orange Fibre and Minute Maid Honey Lemon.
The hydration category includes the latest Aquarius Grapefruit and Aquarius Citrus, Namthip and Zico 100-per-cent coconut water.
The workshop also featured a testing activity featuring products under Coca-Cola brands recently launched in the kingdom plus several innovations introduced from other countries such as Japan’s Ayataka Tea and Georgie Coffee.
The event wrapped with a mocktail workshop demonstrating the versatility of products from Schweppes – namely Schweppes Manao Soda, Schweppes Dry Ginger Ale and Schweppes Tonic Water – and of course Coke – led by well-known mixologist Ronnaporn “Neung” Kanivichaporn.
Claudia Navarro, marketing director of Coca-Cola (Thailand and Laos) Limited says, “Coca-Cola aims to give people more of the drinks they want through constant innovations in product development no matter where they live. Coca-Cola always listens to consumers, then responds to their needs by offering products best suited to their tastes and which meet their moods at different times of the day. There are a multitude of reasons that motivates Thais to grab beverages – as a basis to make different culinary treats more enjoyable, to refresh themselves, or to mark celebratory moments and occasions”.
In addition to these efforts, the company acknowledges that health and well-being trends are a reality in today’s social context. So in response to these trends, The Coca-Cola Company seeks to provide choice in its portfolio, including no sugar options and a wide variety of products for Thais to enjoy and is actively promoting the consumption of sugar in moderation. Globally, the company is reducing sugar in more than 500 of its products worldwide. In Thailand, many Coca-Cola’s products have been certified with the ‘Healthier Choice’ logo by the Food and Drug Administration and the Institute of Nutrition, Mahidol University. These include Coke No Sugar and Coke Light with zero calories, Aquarius Grapefruit and Citrus, Coke Plus Coffee and Minute Maid Orange Fiber and Honey Lemon.
Globally, 40 per cent of Coca-Cola’s sparkling brands are now available in smaller packs. In Thailand, the 180ml serving size for all Coke variants and Coke plus Coffee in 240ml are being introduced.
The aim, says the company, is to make Coca-Cola become the brand that not only “understands” but also “stands” at the very centre of the consumer’s heart.