Red Bull relaunches coffee brand

By Gunjan Prasad, Media Asia 04-Jul-05, 04:19

Piggybacking on the established ‘strong taste’ positioning of Red Bull energy drinks, Red Bull Beverage Co has relaunched its Red Bull (Krating Daeng) canned ready-to-drink coffee as Krating Daeng Coffee Super Rich.

The blend is made from two main coffee varieties -- arabica and robusta. The company is seeking to capture the same target audience as its energy drink brands -- drivers and working people. It has also redesigned the packaging and the drink will now come in cans.

"High energy prices may lead to a cut in consumers' spending on energy drinks, while others may switch to other substitutes," explained Sathit Sathirasrindh, marketing manager, Red Bull Beverage. "Thailand's canned coffee market is an attractive segment, as it is worth approximately 6.5 billion baht (US$157.8 million) and has an annual average growth of 18.6 per cent. It has been growing continuously over the past few years compared to the energy drinks category, which appears to be peaking."

A budget of 100 million baht has been set aside for promotional activities, including a 45-second TVC crafted by Ogilvy & Mather Thailand.
The TVC spot emphasises that the product can awaken sleepy consumers.
In addition to TV, radio and outdoor advertising, a Krating Daeng caravan will go on a roadshow nationwide.