McCann Worldgroup Thailand and TCP’s Ready Energy Drink Launch “Fun-Ergy” Campaign

The campaign, entitled “FUN-ergy”, launched in early May, promotes a new range of sparkling energy drinks in two flavors. As a lifestyle energy drink aimed at women, Ready Sparkling aims to grow the energy drink category, targeting a new generation of consumers.

The campaign uses a music marketing approach, collaborating with girl group Pretzelle T-POP for an upbeat and fun song, “I’m Ready,” to build awareness across social media and streaming platforms. The campaign further amplifies the message with dance tutorials and a TikTok challenge to win prizes.

The online component was also driven by a high-energy activation to generate experience, which saw the Ready brand collaborate with “Gravity Motion”, a group of passionate K-POP pioneers, to choreograph and organize events flash mob in the center. from Bangkok. Ready’s DJ trucks were also used, traveling around the city following strategic routes relevant to the young women’s passions, with free giveaways of the product.

“Empowering all Thai women through Ready energy drink is the mission entrusted to us by TCP,” said a McCann spokesperson. “This brief fills us with inspiration, but presents a challenge: how to spark conversation around the launch of a new product – we had to start with a big bang! Music and dance are the true universal passion point for young people and can seamlessly amplify the momentum from online to offline.

McCann Worldgroup Thailand and IPG Mediabrands, as agency partners of TCP, are excited to be part of the product campaign that not only supports groups of young T-Pop pioneers through collaborations, but also stimulates passions for music and dance among young Thai women. at the company level as well,” commented Sukit Kittinuntakul, Managing Director of McCann Worldgroup Thailand.

“The “Ready Sparkling” energy soft drink, formulated to increase and refresh energy levels, aims to grow business with the growing segment of a new generation of women in the energy drink category. Together with our agency partners, we are excited to launch this campaign featuring T-POP girl group ‘Pretzelle’. This fresh and exciting campaign aligns perfectly with the brand promise “Ready”, the energy drink for the new generation, ready to empower every Thai woman,” said a spokesperson from TCP’s marketing team.