BANGKOK, THAILAND — Creative agency McCann Worldgroup Thailand has partnered with the TCP Group, renowned for its pioneering and market-leading “Kratingdaeng (Red Bull)” energy drink, to launch a new campaign for “Ready,” the brand’s energy drink specifically designed for women in a range of formulas.
The “FUN-energy” campaign launched at the beginning of May, promoting a new product line of sparkling energy drinks in two flavors. As a lifestyle energy drink for women, Ready Sparkling aims to grow the energy drink category, targeting a new generation of consumers.
The campaign uses a music-marketing approach by collaborating with the Pretzelle T-POP girl group for an up-tempo and fun song, “I’m Ready,” to boost awareness on social media and streaming platforms. The campaign further amplifies the message with dance tutorials and a TikTok challenge to win prizes.
The online component was further brought to life by a high-energy activation to drive experience, which saw the Ready brand collaborate with “Gravity Motion,” a group of pioneers passionate about K-POP, to choreograph and organize flash mob events in the center of Bangkok. Ready’s DJ trucks were also used, driving around the city following strategic routes that match young female passion points, with free giveaways of the product.
“Empowering all Thai women through the Ready energy drink is the mission entrusted to us by TCP. This brief fills us with inspiration yet presents a challenge of how to spark conversation around the new product launch. We needed to kick off with a big bang! Music and dance are the right universal passion points for young people and can seamlessly amplify the momentum from online to offline.
“McCann Worldgroup Thailand, along with IPG Mediabrands, as TCP’s agency partners, are excited to be part of the product campaign that not only supports groups of young pioneers in T-Pop through collaborations but also drives passions in music and dance among young Thai women in society level as well,” commented Sukit Kittinuntakul, General Manager at McCann Worldgroup Thailand.
“‘Ready Sparkling’ Soda Energy Drink, formulated to boost and refresh energy levels, aims to expand the business through the growing segment of a new generation of women within the energy drink category. We are pleased to launch this campaign featuring the ‘Pretzelle’ T-POP girl group in collaboration with our agency partners. This fresh and exciting campaign is perfectly aligned with the brand promise of ‘Ready,’ the energy drink for new generation, ready to empower every Thai woman,” said a spokesperson from the TCP marketing team.
