Three beverage firms have launched marketing campaigns worth nearly Bt300 million combined to cash in on football mania ahead of the Fifa World Cup in the middle of the year.
PepsiCola's local operation has set aside Bt100 million to support the inspirational, Africathemed "Pepsi 2010 Football Campaign".
Thai Asia Pacific Brewery, the maker of Heineken beer, has come up with a Bt70million budget for "Star Experience". Under the campaign, which is being jointly held with its part¬ners - Siam Sport, True Move, TrueVisions, True Online and KLM - a lucky Thai will be flown to Europe to watch all four semifinal matches, and then the final of the Uefa Champions League in Madrid.
CocaCola's local businesses - CocaCola (Thailand), ThaiNamthip and Haad Thip - have earmarked Bt120 million for two massive summer campaigns: "Coke World Cup Music Celebration" and "Coke Brrr…Energising Uplifting Refreshment".
Prin Malakul, Thai Asia Pacific Brewery's marketing director, said the firm's campaign fit the premium image of its beer. Although the beer market is shrinking, Heineken remains in top place. Last year, Thais drank 18 billion litres of beer, 11 per cent down from the 2008 level. He believes the market will improve this year in line with the eco¬nomic recovery.
Eric Kitjatanapan, PepsiCola (Thai) Trading's general manager - beverage, described 2010 as a golden year for football, when all eyes will be on Africa - and especially on South Africa, which hosts the Fifa World Cup.
Pepsi's campaign is headlined by eight of the world's top footballers, plus Akon, the SenegaleseAmerican king of hiphop, and Zani, a young Thai who has joined Akon and 15 others to record the Pepsi football anthem.
Parinya Permpanich, marketing and sales operations director for local Pepsi bottler Serm Suk, said the cam¬paign is scheduled to run until midyear.
It contains four elements, includ¬ing the "Oh Africa" anthem and a music video performed by Akon. The anthem can be downloaded from www.pep¬sithai.com or by mobile phone *4908 ext 44. Funds raised from the down¬loads will be donated to Akon's "Konfidence Foundation" to help underprivileged Africans.
Fans can also win a trip to South Africa to meet Fernando Torres - one of Pepsi's football superstars - and work with him in building a ground for underprivileged children. There are also prizes of 200 Samsung home the¬atre systems worth Bt32,990 each.
"Given the great collaboration between Edun, the Didier Drogba Foundation, Akon's Konfidence Foundation as well as his contribution to the 'Oh Africa' track, I believe the Pepsi 2010 football campaign will be recognised by consumers as the most inspiring, engaging and rewarding campaign yet," said Parinya.
CocaCola (Thailand) marketing director Chanisa Kaewruen said the company's huge spending was aimed at encouraging Coke fans, football enthusiasts and music lovers to cele¬brate during the Songkran Festival and then the 2010 World Cup, of which CocaCola is an official sponsor.
Partnering with Smallroom, CocaCola has selected Tattoo Colour to fea¬ture with African hiphop artist K'Naan in creating a Thai version of a celebration anthem it has created for the World Cup called "Wavin' Flag - CocaCola Celebration Mix". A week¬ly draw will also take place over 10 weeks to find winners to watch the World Cup in South Africa.
