Sappe Public Company Limited (SAPPE) emphasizes an image of Preaw Coffee as a leader in the heathy coffee market with the top sales volume in Thailand for a long time by naming ‘Meentra Intira’ as the new presenter under a Music Marketing strategy. The latest appointment aimed to communicate a concept of ‘Preaw, Confident in Our Version’, inspiring all women to have confidence in their own figures and releasing a single ‘Pang Hai Leaw Preaw Hai Long’ (ปังให้เหลียว เพรียวให้หลง) to push sales volume of Preaw Coffee to achieve 24 % growth.
SAPPE Chief Executive Officer Ms. Piyajit Ruckariyapong said the total market value of instant coffee in 2023 is 19 billion baht, up 19.9% from 2022 and expected to grow 9%, in which healthy coffee is part of it. Preaw Coffee is one of SAPPE’s pride as the brand has been receiving a warm welcome from the consumers, maintaining its top place in the healthy coffee market for years. Apart from its delicious plus mellow taste that wins the hearts of Thai consumers, Preaw Coffee also contains ingredients to help the consumer maintain their good shape. The consumer behavior analysis found that current consumers pay more attention to health and prioritize self-confidence, which is not necessary to be like anyone else. With a true understanding of consumer insight, this campaign is expected to help boost Preaw Coffee’s sales volume to grow by around 24% this year.
Preaw Coffee, the ‘healthy coffee’ for Thais who care for robust health and good shape for over a decade, has been thriving under its music marketing strategy. For this time, SAPPE named the famous singer ‘Meentra Intira’, whose song ‘Ham Tua’ (Don’t lie) is among the most popular songs on social media, as the new presenter for Preaw Coffee, aiming at communicating a ‘Preaw, Confident in Our Version’ concept through a single ‘Pang Hai Leaw Preaw Hai Long.’ After debuting in the past week, ‘Pang Hai Leaw Preaw Hai Long’ has received a hearty welcome from fans, prompting the brand to launch an online campaign inviting all women to take part in a dancing project to express their confidence along with Preaw Coffee. It is expected that the music marketing will help Preaw reach more targeted customers both creating brand awareness and marketing.
The SAPPE CEO noted that Preaw Coffee has a prominent point as the healthy product, sugar-free, zero in cholesterol, and scented delicious, proven by a total sale of over one billion packs in 10 years (information during 2013-2022). This healthy coffee can meet the requirements of modern customers looking for helpers to improve health and shape in their preferred versions. Preaw Coffee has several formulas: original, high fiber, collagen peptide type 2, Plus, Cleoxla, and L-Glutathione. Preaw also has Preaw Chlorophyll containing chlorophyll from young wheatgrass imported from Australia.
You can find more details at Facebook: Preaw Coffee or Line: @sappeonline and marketplace platform Shopee: Sappe Official Store.
