Bangkok, Thailand – Global Thai enterprise TCP Group has teamed up with McCann Worldgroup Thailand to launch its latest campaign for ‘Ready’, an energy drink specifically designed for women.
Called ‘FUN-ergy’, the new campaign’s focus is to captivate a fresh wave of consumers with the introduction of TCP’s ‘Ready Sparkling’.
Employing a music-marketing strategy, TCP and McCann Thailand joined forces with the T-Pop girl group Pretzelle for an up-tempo and fun song titled ‘I’m Ready’ to ignite enthusiasm across social media and streaming platforms. Enhancing engagement, the campaign extends its reach through entertaining dance tutorials and an exhilarating TikTok challenge, offering participants the chance to snag exciting prizes.
The online aspect was further energised with vibrant activations. TCP’s ‘Ready’ teamed up with ‘Gravity Motion,’ a group of K-POP enthusiasts, to orchestrate lively flash mobs in Bangkok. Additionally, ‘Ready’ DJ trucks roamed strategic city routes to distribute free product samples to young women.
Renowned for its iconic ‘Kratingdaeng’ (Red Bull) energy drink, TCP aims to expand the energy drink category’s horizons by creating a lifestyle energy drink crafted specifically for women.
Sukit Kittinuntakul, general manager from McCann Worldgroup Thailand, said, “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 at the social level as well,” he added.
Meanwhile, a spokesperson from the TCP marketing team said, “‘Ready Sparkling’ Soda Energy Drink, formulated to boost and refresh energy levels, is aimed at expanding the business through the growing segment of a new generation of women within the energy drink category. In collaboration with our agency partners, we are pleased to launch this campaign featuring the ‘Pretzelle’ T-POP girl group. This fresh and exciting campaign is perfectly aligned with the brand promise of ‘Ready’, the energy drink for the new generation, ready to empower every Thai woman.”
