Sappe PCL (SAPPE) reaffirms its standpoint as a healthy drink, which truly understands consumers by altering brand communication of the main product Sappe Beauti Drink to be under the “Healthy makes Beauty” concept. The change has been made as the company actively builds an understanding for all to look after themselves starting from good health for a better result for each person. Sappe Beauti Drink can lend a helping hand which gives you more than beauty. The company has launched an online film to communicate with the new generation via media channels to expand its customer base and emphasize the status as the leader in functional drinks in the domestic market.
Sappe Chief Executive Officer Ms. Piyajit Ruckariyapong said beauty and health are the same matter as everybody does not wish to be beautiful or be healthy alone, but wants to have them both for complete good looks with beauty and health. Individual self-care is different based on lifestyles, such as, (life) fighters who have to do both part-time and main jobs in sunlight and wind, teenaged foodies who always have big meals in the late night as food can erase their fatigue from what they have faced all day long, or adventurous new generation people who drive, take a boat or ride motorcycle in daily life or traveling. Everyone can have Sappe Beauti Drink as a helper to take care of health on a daily basis, in order to get the outcome in becoming good looking in all dimensions of being attractive and healthy.
Sappe Beauti Drink is the leader in functional drinks in Thailand and among the pioneer brands which clearly states its brand identity in self-care, not only about physical beauty but everything from head to toe such as skin, shape and good excretory system healthy. Sappe has been constantly creating and launching new formulas with low calorie and no sugar for maximum benefit. More importantly, the products are easy to buy at affordable price, helping the brand to remain at the top for over 15 years.
The Sappe CEO added that the new communication under the “Healthy makes Beauty” theme aims to inspire consumers in both old and new groups to be able to take care of themselves no matter what their lifestyles are. It is regarded as an expansion of its customer base to the younger group, lowering the core target from 18 to 15 years old, or Gen Z, which values self-esteem, prioritizes good health and wants to take care of their health at the young age.
In order to pass the new message to the target group better, the company will communicate it through the online film “The Best Looks”, a quality film produced by the renowned Salmon House team. The story does not focus on the traditional beauty but on true humanity in a true story. The film will be shown on various channels both online and offline.
“Over the past two years, living with COVID-19 and in the fast-changing world has led us to see a new trend of spending life. Many people have to work harder, study harder and live the life to the extreme. So, it is vital to make it convenient for everyone to look after his or her health, starting from eating and drinking well. Sappe Beauti Drink offers to be an option to help everyone to “Healthy makes Beauty” and go out to spend your life in the best way of your style,” Ms. Piyajit said.
