Sappe Public Company Limited, or SAPPE, has given a fresh and innovative experience for the consumers again with the launch of two new items from B’lue vitamin water: “OkHak” (Heartbreak) and “KlangRak” (Madly in Love), reflecting two moods of love. The OkHak flavor refers to an unrequited love but still leaves fond memories like Bowkylion’s song “SuanTang” while the “KlangRak” flavor is like memorizing a sweet smell and a feeling of falling head over heels in love as The TOYS’s enchanting tune “Lalaloy”. These two new flavors, aiming at spicing up the market and targeting Gen Z consumers, are now available at 7-11 convenient stores nationwide.
SAPPE Chief Executive Officer Ms. Piyajit Ruckariyapong said SAPPE, as one of the leaders in the vitamin water market with a good understanding in the consumers’ behavior, has been gathering ideas to develop its new items through several approaches including research. It was found in its studies that the consumers in each generation, particularly Gen Z and Millennials which are the brand’s target groups, may have “Pain Point” about mental health such as stress, sleep disturbances, Insomnia and other emotional fatigue with growing number experiencing these conditions. Furthermore, the research indicates that music or songs serve as effective remedies for the suffering mind as it can be a resort at the moment of distress or the pursuit of relaxation. According to Spotify, 52% of Gen Z and Millennials frequently turn to music to deal with mental issues.
In response to these insights, SAPPE has introduced B’lue vitamin water in two new flavors and two moods, mixing music and taste sensations and creating refreshment beyond deliciousness. The company created the first-ever experience for the consumers with B’lue in OkHak flavor, which is like a lovelorn affection that has to end but still has good memories of happiness and sadness together like a taste of B’lue that harmonizes the differences between sweet and sour like the song “SuanTang” from Bowkylion. The other flavor, KlangRak, was created from distinguished scent and taste of the flavor, which is easy to memorize, the same as the time of falling in love with someone that we will always remember those scent and feeling like The TOYS’s song “Lalaloy.”
Ms. Piyajit noted that both flavors are distributed in limited edition labels: Bowkylion design for OkHak and The TOYS design for KlangRak. This bold step breaks all designs while creating excitement in the current beverage market in order to target the Gen Z consumers, who love vitamin water while looking for deliciousness, freshness and good health at the same time. B’lue’s OkHak and KlangRak flavors are now available at all branches of 7-11 across the country at only 20 baht per bottle. Consumers can find additional information at Facebook page/IG/TikTok: Be more with B’lue.
