To Press Releases listJun 27, 2018
Bangkok – May 25, 2018: Nestlé today announced a KOKO KRUNCH marketing campaign called “Awake Happiness” to strengthen the brand’s role in helping moms to start their children’s day by making their breakfast moments
happier. To make children’s breakfast even more fun, KOKO KRUNCH now comes in a new-look Koko Bear shape, which will permanently replace the old shape as part of a brand revamp in many countries in Asia. New KOKO KRUNCH combines whole grains and chocolate
to offer rich nutrition, fortified with Vitamin B and Iron, making it the ideal choice for a healthier and happier breakfast that provides fueling energy for kids.
Thai families are more concerned about breakfast than ever. According to research by Nielsen in March 2018, Thailand’s ready-to-eat cereal market is on a strong growth trajectory. It was valued at 2.1 billion baht in 2017, a 17% increase 2017 compared
to 2016, with total sales volume of 5,729 tons of cereal. The ready-to-eat cereal market is divided into three core segments, which are kids (52%), adults (37%), and family (11%). In this increasingly dynamic & competitive environment, Cereal Partners
Worldwide (CPW), a joint venture between General Mills and Nestlé, is the market leader with a corporate market share of 34.2%, while KOKO KRUNCH is the leader in the kids cereal market segment in Thailand.
According to M.L. Thanayos Kalyanavongs, Business Executive Officer – CPW Indochina, said “We believe happiness is the key to success, and we fuel children with healthy energy for a positive start to the day. Today’s modern moms value their kids’ happiness
and are always looking for ways to ensure a positive start to their kids’ day, so they have the right attitude for a successful day. This is why KOKO KRUNCH encourages Thai kids to have a healthier and happier breakfast every day, reflecting the Nestlé
Purpose of enhancing quality of life and contributing to a healthier future.This year we are bringing the KOKO KRUNCH brand closer to moms and kids with our Awake Happiness campaign featuring a new look for KOKO KRUNCH with cereal flakes in a delightful
Koko Bear shape. This is our major brand movement in many years, in response to the success of an earlier limited-edition run of bear-shaped cereal.”
“We will support this campaign with integrated online and offline communication activities to engage modern moms nationwide. We expect the campaign will be a great success, strengthening KOKO KRUNCH’s leadership position as the number one breakfast cereal
for Thai kids,” said M.L. Thanayos.
The Awake Happiness campaign starts with a new pack design for KOKO KRUNCH to reinforce the new brand positioning, strengthen its health & nutrition credentials, create differentiation, and highlight the Koko Bear shape of the cereal. The marketing campaign
features an entertaining TV commercial that shows how KOKO KRUNCH helps moms transform their kids’ mornings into a happier breakfast moment. Apart from nationwide TV commercial. This campaign also includes digital media, point-of-sales materials, and
a heavy sampling activity.
Pattpimpa Chantranontwong, Brand Manager, CPW, Nestlé Thai (Ltd.), added, “To motivate mom and give her confidence that her kids will enjoy a positive start to the day with KOKO KRUNCH, we will organize the KOKO KRUNCH Happy Morning Rally on Sunday, 27
May, 2018, at H.M. Queen Sirikit Park, Khet Jatuchak. It’s a family walk rally that offers fun activities, a special breakfast menu featuring KOKO KRUNCH, and exclusive premiums. Two celebrity families will join, Panita and Nirin Tumwattana and Nong
Mac Nattapat Nimjirawat to inspire moms and families to make breakfast moments happier for their kids.”
“We are confident that the new KOKO KRUNCH campaign will help moms awake their kids happiness with healthy energy, transforming little sleepyheads into energetic kids ready to face the day,” concluded M.L.Thanayos.
Notes to the Editor
Nestlé is the world’s largest food and beverage company. It is present in 191 countries around the world, and its 328,000 employees are committed to Nestlé’s purpose of enhancing quality of life and contributing to a healthier future. Nestlé offers a wide portfolio of products and services for people and their pets throughout their lives. Its more than 2000 brands range from global icons like NESCAFÉ or NESPRESSO to local favourites like BEAR BRAND or MINERÉ. Company performance is driven by its Nutrition, Health and Wellness strategy. Nestlé is based in the Swiss town of Vevey where it was founded more than 150 years ago.
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