Thai-pop girl group Pretzelle releases new song to promote energy drink

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TCP Group has tapped Thai-pop girl band Pretzelle to launch a new campaign for 'Ready', the brand's energy drink specifically designed for women.

The campaign, titled "FUN-ergy" aims to promote the new product line of Ready sparkling drinks in two flavours and features an up-tempo song titled I'm Ready, in collaboration with Pretzelle.

I'm Ready aims to boost awareness of the new product on social media and streaming platforms.

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"FUN-ergy" is further amplified with dance tutorials and a TikTok challenge to win prizes.

In addition, the brand collaborated with Gravity Motion, a group of pioneers who are passionate about K-pop to choreograph and organise flash mob events in the centre of Bangkok. DJ trucks were also deployed to drive around the city to give Ready drinks away for free.

“Ready sparkling soda energy drink, formulated to boost and refresh energy levels, is aimed at expanding the business through the growing segment of a new generation of women within the energy drink category. In collaboration with our agency partners, we are pleased to launch this campaign featuring the Pretzelle Thai-pop girl group," said a TCP group spokesperson in a statement.

"This fresh and exciting campaign is perfectly aligned with the brand promise of Ready, the energy drink for new generation, ready to empower every Thai woman," added the spokesperson.

The campaign was crafted in collaboration with McCann Worldgroup Thailand.

"Empowering all Thai women through the Ready energy drink is the mission entrusted to us by TCP. This brief fills us with inspiration, yet presents a challenge of how to spark conversation around the new product launch - we needed to kick off with a big bang. Music and dance are the right universal passion points for young people and can seamlessly amplify the momentum from online to offline," said Sukit Kittinuntakul, general manager of McCann Worldgroup Thailand.

Similarly in Indonesia, snack brand Nabati collaborated with girl group AESPA and boy band RIIZE to promote two new flavours - Richoco and Richeese.

According to a statement seen by MARKETING-INTERACTIVE, AESPA will be the brand ambassador for the Richoco flavour as the girl group "embodies the essence of femininity in chocolate." Meanwhile, Richeese, featuring boy group RIIZE, "evokes timeless nostalgia with its classic flavour profile."

To celebrate these appointments, Nabati has released videos featuring the flavoured snacks and the K-pop groups.

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