The energy drink brand teams up with Thailand's leading media company, Thairath TV, to launch the campaign "Bao Dang Helps Thais to Build Careers: Year 2," as part of its goal to become the market leader in the energy drink category by the end of this year.
Carabao Dang helps Thais to tackle the cost of living by announcing that it will hold the price of its energy drink at 10 baht. It has also collaborated with Thairath TV to organize this year's biggest campaign, "Bao Dang Helps Thais to Build Careers: Year 2," in which it gives out motorcycles every day and Other Prizes Worth a Million Baht every month.
With the "Carabao Cup" final on February 26, the energy drink brand will continue with sports marketing by emphasizing the vision "World-class products, World-class brand" by launching a series of totally integrated market activities. Additionally, more than 1,500 Carabao employees have been dispatched to the field to join the "Bao Dang Girls" team in order to directly interact with customers. This is in line with the brand’s vision to be the market leader in the energy drink category by the end of this year.
“As a result of the COVID-19 pandemic and current economic situations, the cost of living is rising. Prices are increasing on a wide variety of products. Carabao, as a world-class beverage brand, supports the Thai people and is helping to minimize the cost of living by holding the price of its Carabao Dang energy drink at 10 baht,” said Kamoldist Smuthkochorn, deputy managing director at Carabao Group Public Company Limited.
He said, “While there is no price increase, Carabao Dang has retained its delightful taste as well as the highest nutritional value possible, with up to four times the vitamin B12 content, which is the highest vitamin B content in the energy drink market. This is to satisfy the needs of target consumers who are becoming more health conscious. Some energy drink makers, on the other hand, have increased their prices. But, we will continue this price so that Thai people can enjoy the Carabao drink for the same price of 10 baht.”
The world-class energy drink has also teamed up with Thairath TV to launch this year's biggest campaign, "Bao Dang Helps Thais Build Careers: Year 2," giving out motorcycles every day and a million-baht cash prize every month. The event will last 100 days, during which time 100 motorcycles will be given away in addition to a monthly Other Prizes Worth a Million Baht.
Simply write your full name, address, and phone number on a tiny piece of paper and insert it into the Carabao Dang or KANZOU X2 energy drink's cap, then squeeze, and drop it into the collection box at any CJ Supermarket, Tookdee Shop or any participating stores for a chance to get a prize or send directly to the PO Box 2 Bangpakong Chachoengsao.
“The lucky winners will be announced every day at 9:30 a.m. on Thairath TV Channel 32's Talon Khao news show. The winner will be announced on the beginning of April 28, 2023. Drink every day, send every day, and have good luck every day. The more you send, the more chances you have of winning a prize. This promotion will run from March 1 through July 31, 2023. It is being regarded as a fantastic campaign to motivate customers to use the prize they receive, mainly motorbikes and a million-baht cash prize, to progress their careers,” said Mr. Kamoldist.
The company's global brand image is being reinforced via a sports marketing strategy. To underline the vision that Carabao drink always delivers products of the highest quality and is a first-rate brand, it is the official sponsor of the "Carabao Cup" football tournament in the United Kingdom (world-class sponsorship). This is the company's branding approach that has been practiced for years by continuing to organize marketing and public relations activities to raise awareness of their sponsorship of the Carabao Cup. The final between Manchester United and Newcastle United will take place at Wembley on February 26, 2023.
In terms of marketing strategy to reach target customers, an important highlight is the return of the "Bao Dang Girls" team, which has always been regarded as an essential brand weapon. The team will be traveling to different provinces to assist participating retailers around the country in organizing successful promotional events. A field team of over 1,500 Carabao employees will work together to interact with and assist participating retailers as well as target consumers nationwide, with an emphasis on raising awareness at the point of sale.
Carabao also seeks to increase word-of-mouth from physical channels to online channels with existing Carabao Dang consumers, who are blue collar workers, laborers, general contractors, merchants, and so on, aged 30-50. It plans to expand further into the white-collar segment, which includes a new generation of general office workers aged 20-35.
“With the launch of the latest promotion, Bao Dang Helps Thais Build Careers: Year 2, alongside extensive use of sports marketing, a wide array of marketing activities, and the effort to hold the price at 10 baht, we are optimistic that this will drive Carabao Dang's market share to become the market leader in the energy drink category in Thailand by the end of this year," said Mr. Kamoldist.
