Sappe taps SEVENTEEN as first global brand ambassador for Mogu Mogu

Thai beverage brand SAPPE has partnered K-Pop boy band SEVENTEEN as its first global brand ambassador for fruit drink Mogu Mogu. As part of the role, the 13 members of SEVENTEEN will be the representatives of 'fun' and 'lively' for SAPPE’s fruit juice as part of the “Sip Chew Feel Mogu Mogu” campaign.

The campaign will kick off in South Korea and France, which are the key target markets. SAPPE CEO Piyajit Ruckariyapong said Mogu Mogu has received a very warm welcome in foreign markets, and thanks to its difference and uniqueness. Until now, more than 30 billion bottles of Mogu Mogu have been distributed to consumers worldwide.

Prior to the campaign, the company also conducted a brand health check with Milieu Insight, a well-known market research and data analytics company, to identify consumer needs and engage them in helping develop marketing strategy at the global campaign level. In addition, SAPPE worked with DDB Worldwide to help create relevant strategies and carry out activities throughout the campaign.

The "Sip Chew Feel Mogu Mogu" campaign is the company's biggest-ever campaign at a global level. All the members of SEVENTEEN will represent Mogu Mogu in communicating with its public worldwide through TVC and numerous marketing tools. Further forms of engagement will be arranged for the fans, such as special gifts from Mogu Mogu, Mogu Mogu Special Pack Limited Edition. SAPPE expects that all activities in the campaign will help increase brand engagement by 25%.

"With all this, we intend to create happiness and fun for the fans of Mogu Mogu and SEVENTEEN around the world. It is a significant beginning in building Mogu Mogu into a beloved brand at a global level from now on".

With the move SAPPE believes it has made an important stride toward becoming a 'global brand', alongside its 'France First' model in Europe and the 'Korea First' in Asia and global influencer marketing strategy and the product tie-in in K-Dramas on Netflix. These initiatives have created viral trends at the regional and global levels, positioning South Korea and France as the "Main Influencers" in their respective regions.

Don’t miss: L’Occitane taps SEVENTEEN’s Mingyu as first brand ambassador for Asia

This news comes shortly after the boy band's member Mingyu was appointed as L’Occitane first brand ambassador in Asia. The partnership was officially announced on 21 May at the L’Occitane Shibuya store.

The store is recognised as a flagship destination for L’Occitane in Asia and attracts numerous visitors annually, creating a global stage for the introduction of the brand’s partnership with Mingyu.

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