In a major stride towards global brand expansion, SAPPE PCL has named the globally renowned K-Pop boy band SEVENTEEN as its first Global Brand Ambassador for their flagship fruit drink, Mogu Mogu. The announcement was made on May 29, 2024, in Bangkok, marking a significant milestone in SAPPE’s marketing journey.
Captivating Gen Z with Fun and Liveliness
SEVENTEEN, a leading K-Pop boy band known for their dynamic performances and widespread appeal, will now represent the vibrant and playful image of Mogu Mogu. The collaboration is part of the “Sip Chew Feel Mogu Mogu” campaign, which aims to capture the hearts of Gen Z audiences around the world. This campaign underscores SAPPE’s commitment to creating a fun and lively brand image, leveraging SEVENTEEN’s immense popularity.
Innovative Marketing Strategies for Global Success
SAPPE’s CEO, Ms. Piyajit Ruckariyapong, emphasized the global success of Mogu Mogu, which is currently enjoyed in around 100 countries. She highlighted the unique appeal of Mogu Mogu as a “Snack Drink” that combines fruit juice with large pieces of coconut jelly, a concept introduced to the market in 2001. Over 30 billion bottles of Mogu Mogu have been distributed worldwide, showcasing its significant impact and popularity.
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The company has achieved continuous growth in foreign markets through innovative marketing strategies. Notably, SAPPE has implemented the ‘France First’ model in Europe and the ‘Korea First’ model in Asia, leveraging global influencer marketing and product tie-ins in popular K-Dramas on Netflix. These efforts have established France and South Korea as key influencers in their respective regions.
The “Sip Chew Feel” Campaign: A Global Initiative
The “Sip Chew Feel Mogu Mogu” campaign is SAPPE’s largest-ever global brand campaign. It will launch in South Korea and France, the primary trendsetters and key markets for the brand. By engaging SEVENTEEN as brand ambassadors, SAPPE aims to enhance brand engagement and build a unique narrative that resonates with consumers worldwide.
To develop a comprehensive global marketing strategy, SAPPE collaborated with Milieu Insight, a renowned market research and data analytics company. They conducted a Brand Health Check to understand consumer needs and preferences, which informed the campaign’s direction. Additionally, SAPPE enlisted DDB Worldwide Communication Group LLC, a global marketing agency, to execute the campaign’s strategies and activities.
Reaching a Global Audience
SEVENTEEN’s role as global brand ambassadors will see them feature in various marketing tools, including TV commercials and social media campaigns. Fans can look forward to special gifts and limited-edition Mogu Mogu packs. These efforts aim to increase brand engagement by 25%, creating a vibrant and enjoyable experience for Mogu Mogu consumers and SEVENTEEN fans alike.
Building a Beloved Global Brand
Ms. Ruckariyapong expressed her optimism about the partnership, highlighting SEVENTEEN’s iconic energy and positivity. She believes that their involvement will help Mogu Mogu reach a global audience and spread the brand’s message of fun and liveliness. The collaboration is expected to propel Mogu Mogu’s market expansion and solidify its status as a beloved global brand.
About Sappe
Sappe PCL is a leader in innovative beverages and functional drinks in Thailand. The company’s core values of being creative, dynamic, and fun are reflected in its products and corporate culture. Sappe’s diverse range of beverages, including Mogu Mogu, Sappe Aloe Vera, and All Coco, are available in 98 countries worldwide. With a commitment to innovation and quality, Sappe continues to drive growth and enhance people’s lives through its innovative products.
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