Bangkok, Thailand – Drink company SAPPE, has appointed popular K-pop boy band SEVENTEEN as its first global brand ambassador for its trademark fruit drink Mogu Mogu. In keeping with their assigned roles, the 13 members of SEVENTEEN will embody the concepts of ‘Fun’ and ‘Lively’ in relation to SAPPE’s Mogu Mogu fruit juice.
As part of their brand ambassadorship, SAPPE also launched its “Sip Chew Feel Mogu Mogu” campaign, aimed at promoting this beverage globally in a bid to boost its global presence.
Said campaign aims to increase brand interaction with customers through the product and SEVENTEEN, its brand ambassador. The campaign will start in South Korea and France, two key countries and significant trendsetters.
Propelled by the K-pop group’s popularity, Mogu Mogu aims to enhance brand engagement, create a unique narrative, and expand its market. SEVENTEEN will collaborate with Mogu Mogu to connect with a global audience and promote the brand’s representation of “fun” and “liveliness.”
During the campaign, every member of SEVENTEEN will represent Mogu Mogu as an ambassador, interacting with viewers worldwide via TV ads and other promotional platforms. Fans will also be treated to more enjoyable activities and exclusive presents, such as the Mogu Mogu Special Pack Limited Edition. SAPPE estimates a 25% rise in brand engagement will result from these marketing actions.
In order to identify customer demands and involve them in the development of the worldwide campaign’s marketing strategy, the company hired Milieu Insight to conduct a brand health check. Additionally, to create relevant strategies and carry out campaign activities, SAPPE has teamed up with DDB Worldwide Communication Group for this campaign
Speaking about the campaign, Piyajit Ruckariyapong, SAPPE CEO, said, “Mogu Mogu has received a very warm welcome in foreign markets, and thanks to its difference and uniqueness we are the world’s first beverage maker to have introduced a drink mixing big pieces of coconut jelly, a ‘Snack Drink’, to the market in 2001. Until now, more than 30 billion bottles of Mogu Mogu have been distributed to consumers worldwide while at Sappe we have been busy marketing and expanding sales channels to reach our consumers globally.”
“With all this, we intend to create happiness and fun for the fans of Mogu Mogu and SEVENTEEN around the world. It is a significant beginning in building Mogu Mogu into a beloved brand at a global level from now on,” Ruckariyapong added.
