In an exciting collaboration, McCann Worldgroup Thailand and TCP Group, known for the iconic “Kratingdaeng (Red Bull)” energy drink, have introduced a vibrant campaign for “Ready,” a new energy drink tailored for women.
The campaign, titled “FUN-energy,” kicked off in May, spotlighting Ready Sparkling’s debut with two enticing flavors. Designed as a lifestyle energy drink for women, Ready Sparkling aims to redefine the energy drink market, catering to a fresh demographic of consumers.
Central to the campaign is a music-centric approach, with a partnership with the Pretzelle T-POP girl group to create the catchy anthem “I’m Ready.” This upbeat song serves as the cornerstone of the campaign, generating buzz across social media and streaming platforms. To further engage audiences, the campaign features dance tutorials and an interactive TikTok challenge with exciting prizes.
The online initiative is complemented by dynamic offline activations, including high-energy flash mob events choreographed by “Gravity Motion,” a group passionate about K-POP. Ready’s DJ trucks traverse strategic routes in Bangkok, offering free product samples to young women at key locations.
Sukit Kittinuntakul, General Manager at McCann Worldgroup Thailand, shares his enthusiasm for the project, stating, “Empowering Thai women through Ready energy drink is our mission. We aimed to ignite conversations around the product launch with a bold, music-centric approach. Through collaborations with T-Pop pioneers and vibrant dance activations, we’re not only promoting Ready but also fostering a culture of passion for music and dance among young Thai women.”
McCann Worldgroup Thailand and TCP Group are excited to spearhead this innovative campaign, driving awareness and engagement for Ready Sparkling among its target audience.