Dairy Plus spends 85 million baht on launching new TVC under the campaign “Dna Soymilk with Black Sesame Added, Miracle of Antioxidant, Good Tip for Ever Good Looking” to shake market

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(Free-Press-Release.com) August 17, 2011 --

Dairy Plus Co., Ltd., an affiliated company of Dutch Mill Group Thailand's number one in manufacturing and distribution of dairy products, with 21% market share in ready-to-drink milk market worth 44,000 million baht a year, brings health loving trend to raise the highlight on launching its new campaign entitled “Dna Soymilk with Black Sesame Added, Miracle of Antioxidant, Good Tip for Ever Good Looking”. The special formula of Dna Soymilk with 2 times Black Sesame Added gives an antioxidant equally to 6 tomatoes and nutrient from black sesame and vitamin E which aims to emphasize on working women who pay attention on themselves. Almost 85 million baht budget will be spent on 360 degree marketing communication strategy to stimulate market and launch new TVC performed by new model Chompoo Araya A. Hargett who has an outstanding character and loves to take care of herself.

Supatcharamanee Srivali, Marketing Director of Dutch Mill Co., Ltd. unveils that healthy drinking market in Thailand continuously grows resulting from the increase of self-caring on health. Healthy drinking behavior expands rapidly especially to soymilk market, which is now growing average 10% per year or worth 10,000 million baht. The highly potential in soymilk market bringing to the high competition. As the Thailand’s pioneer and leader in value added segment in soymilk market, the company always develops new product concepts and concentrates on producing high quality products to serve market continuously and meets consumers’ demands.

Recently, Dairy Plus Co., Ltd. launches the new campaign entitled “Dna Soymilk with Black Sesame Added, Miracle of Antioxidant, Good Tip for Ever Good Looking” on its special formula Dna Soymilk with 2 times Black Sesame Added that gives an antioxidant equally to 6 tomatoes and nutrient from black sesame and vitamin E which helps to protect skin cells from free radical, brightening and keep skin younger. Besides, Dna Soymilk with 2 times Black Sesame Added is the source of high calcium from black sesame and nourish with 13 kinds of vitamin that helps body to obtain proper nutrient as well as suitable for today modern lifestyle according to the company’s market expansion to working women who always take care of themselves for ever good looking.

The target group is working women who always take care of themselves for ever good looking. Almost 85 million baht budget will be spent on marketing communication activities for the complete and continuous strategy to build awareness widely through above- and below-the-line to cover various media such as advertising, public relations, online, and point of purchase. The new television commercial under the concept “Dna Soymilk with Black Sesame Added, Miracle of Antioxidant, Good Tip for Ever Good Looking” with the new model Chompoo Araya A. Hargett who has an outstanding character, lively, reflect character of new modern lifestyle, and loves to take care of herself will help to expand the customer base on working women.

The special formula with antioxidant Dna Soymilk with 2 times Black Sesame Added is available in 3 sizes such as 230 ml. prices at 12 baht, 180 ml. prices at 10 baht, and 110 ml. prices at 7 baht. Besides, the 1% sugar formula targeted on health caring lover is available at department and general stores nationwide. The soymilk market is totally worth 10,000 million baht divided to value added segment worth 2,600 million baht. The value added segment divided to black sesame formula at 75% share, Dna is the first rank in this segment with 58% share. After the launching of the campaign, the company believes the market share will be increased to 65%, Supatcharamanee Srivali ended.

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