BANGKOK: SAPPE has officially named SEVENTEEN, the top K-Pop boy group, as its First Global Brand Ambassador for flagship drink MoguMogu. SEVENTEEN’s 13 members will represent ‘Fun’ and ‘Lively,’ promoting the drink worldwide. This reflects SAPPE’s global success, exporting beverages to about 100 countries.
SAPPE CEO Piyajit Ruckariyapong said “MoguMogu has received a very warm welcome in foreign markets, and thanks to its difference and uniqueness we are the world’s first beverage maker to have introduced a drink mixing big pieces of coconut jelly, a ‘Snack Drink’, to the market in 2001. Until now, more than 30 billion bottles of MoguMogu have been distributed to consumers worldwide while at Sappe we have been busy marketing and expanding sales channels to reach our consumers globally.”
SAPPE advanced as a ‘Global Brand’ by achieving growth in foreign markets through innovative strategies like ‘France First’ in Europe and ‘Korea First’ in Asia. These approaches, including Global Influencer Marketing and product tie-ins in K-Dramas on Netflix, created viral trends regionally and globally, establishing South Korea and France as lead influencers.
To boost MoguMogu’s global presence, SAPPE will launch the “Sip Chew Feel MoguMogu” campaign worldwide this year. Beginning in South Korea and France as the “Key Countries” and “Trend Setters”, the campaign aims to enhance Brand Engagement by leveraging the product and SEVENTEEN, its popular Global Brand Ambassador.
The company collaborated with Milieu Insight for a Brand Health Check to understand consumer needs. They also partnered with DDB Worldwide Communication Group LLC to develop strategies and execute activities globally, marking a significant alliance of top-tier teams.
With their energy and positivity, SEVENTEEN partners with MoguMogu to share the brand’s ‘fun’ and ‘liveliness’ globally. Through SEVENTEEN’s popularity, MoguMogu aims to enhance brand engagement, storytelling, and market reach.
The “Sip Chew Feel MoguMogu” campaign, the company’s biggest ever, will feature all SEVENTEEN members representing MoguMogu globally through TVC and marketing tools. Fan engagement will be boosted by fun activities and special gifts, helping increase brand engagement by 25%.
“With all this, we intend to create happiness and fun for the fans of MoguMogu and SEVENTEEN around the world. It is a significant beginning in building MoguMogu into a beloved brand at a global level from now on”.
