TIPCO More than juice: Tipco revolutionises the market by creating a new era of juice

Tipco launched a campaign to strengthen awareness of juice and drive more consumption as well as changing young Thais’ perceptions toward fruit juice.

Currently, juice behaviour is limited only in the morning or during dinner. More so in Thailand, young Thais presented low juice consumption, as drinking juice is not perceived as a “cool” activity whilst consuming other drinks is considered so.

With this, Tipco evolved the market with the new campaign to address the juice’s role as an “indulgence & pampering moment” under the big idea of “More Than Juice” to drive drinking. 

Upon observation, there’s a promising trend of “café hopping” and “signature menu stalking”. Meanwhile, those cafes offer fruit juice as a well-mixture along with their coffees and cocktails. Hence, Tipco x Barita campaign has been initiated under the “Tipco Art of Sip & Savor” theme to ride on and amplify this trend to match consumers’ needs with Tipco’s product offering. 

The campaign rolled out with press conferences at one of the best-in-town cafés with special menus, presented by celebrities and KOLs, then explored through media channels to maximise reach. A follow-up event has been added on to ensure the full spectrum of access to the target group.

In addition, the campaign, amplified with collaborations with 100 well-known cafés, aims to drive consumption, trail, and brand engagement, and link back to brand purchase. Another highlight is Tipco's co-created campaign with the global well-known FMCG companies like Nestle and Nescafe Coffee. It developed a special menu by marrying Nescafe Americano House Blend with Tipco juice and populating a new signature menu.  

Tipco also presented our brand and campaign at the Thailand Coffee Hub 2023 in October. Our showcase is to demonstrate juice consumption, new behaviour, and a special signature menu under the Tipco Art of Sip & Sour theme. 

As a result, the campaign garnered 3 million reach and a 3% engagement rate versus the 2.5% target. It also hit a sales target of 35,000 cups across 100 cafés. Most importantly, the business achieved 5% growth in terms of sales revenue compared to the same period last year (April to June).

This success was recognised by consumers and the judging panel of the FMCG Awards, with the Customer Experience Initiative of the Year - Thailand category win. Organised by Retail Asia, the prestigious awards programme recognises the pioneers in the industry and celebrates excellence in introducing exceptional products or executing remarkable projects.

To know more about Tipco F&B, visit their facebook page here:  https://www.facebook.com/Tipco.HealthSociety/

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].