“est Play” is shaking up the soft drink market and forging well ahead of its competitors by launching “est PLAY plus Vitamin B6, B12” and “est PLAY Jelly Shake carbonated drink mixed with Jelly plus Vitamin B” to grab the attention of health-conscious new generation consumers. This is the first time that Thai consumers will get to enjoy a carbonated drink that turns into a refreshing jelly.
Mrs. Jesdakorn Ghosh, Senior Vice President – Marketing, Thai Drinks Co., Ltd, said: “Coming up with new innovative flavors is key to growth, especially for est PLAY, which has built a strong base of teenage consumers. This year, it is launching a new trend for health-conscious youngsters with vitamin-packed soft drinks. Not only are the drinks packed with vitamins that help nourish the nervous system and the brain, but they also give people a break from the ‘new normal’. Plus, the drinks contain less sugar and have won the ‘Healthy Choice’ stamp. Apart from the carbonated “est PLAY plus Vitamin B6, B12”, the “est PLAY Jelly Shake carbonated drink mixed with Jelly plus Vitamin B” doesn’t just help ease afternoon hunger pangs, but also makes things fun by getting the consumer to shake the botte at least 10 times to turn the drink into a jelly. Adding to all the fun of these two drinks is the young, talented teenage idol presenter Achiraya “Ally” Nitibhon.”
Mrs. Jesdakorn says: “The ‘est PLAY’ drinks are backed by a strong marketing campaign via both online and offline media, which targets teenagers to reinforce the strength of est Play as a leading brand in the soft drink market.”
The “est PLAY plus Vitamin B6, B12” is a carbonated drink plus vitamin B, while “est PLAY Jelly Shake carbonated drink mixed with Jelly plus Vitamin B” turns into jelly when shaken 10 times before drinking. Both drinks come in two popular flavours – “Grape Berry” and “Salty Lychee” – and can be bought at all shopping malls and convenience stores.
