Sponsor, the sports drink by Thailand’s TCP Group, now offers a new watermelon-berry flavour in Thailand, a refreshing addition for the summer months. Packaged in glass bottles, the sports drink is marketed as a heat-beating refresher, leveraging the established association of watermelon with cooling relief to boost summer sales.
Aiming to boost sales and increase electrolyte drink consumption during hot weather, a key period for the beverage industry, the ‘Sponsor Refreshing, Fight the Heat, Continue Every Activity‘ campaign will feature a caravan distributing 300,000 bottles of Sponsor throughout Thailand, beginning in Bangkok.
In a first for the brand, Sponsor is launching a music marketing campaign in 2025, partnering with SLAPKISS to produce an advertising song. This collaboration aims to educate younger consumers about isotonic solutions, a core feature of Sponsor, through event play and SLAPKISS concerts, expanding beyond traditional advertising.
In 2025, Sponsor seeks to expand its consumption beyond sports activities, aiming for use during hot weather, music events and when unwell. To achieve this, they will invest THB 100 million, increasing activities by 30% with sampling, music marketing, education, and sports sponsorships, including potential SEA Games involvement, building upon their 90% market share.
Key takeaways: leveraging summer flavours in its campaign, the brand aims to broaden its appeal beyond traditional sports consumption
