Thursday 07 March 2024 – Oishi Green Tea, the No. 1 green tea brand holding a 43.9% market share as of January 2024 (based on Nielsen IQ’s 12-month data from February 2023 – January 2024), has partnered with the world-class “Pokemon” multimedia franchise to invigorate the ready-to-drink RTD green tea market, valued at 16,619 million baht, ahead of the summer. This collaboration features six Spark Joys that excel in co-creation in their largest campaign yet, “Oishi Sparks Joy: Absolutely Satisfying, Extremely Refreshing,” together with the summer promotion, “Drink Oishi Today and Get a Chance to ‘Win’ and ‘Exchange.'” This offers consumers the chance to win an exclusive trip to Japan with every purchase of Oishi, in addition to other exciting prizes totaling over six million baht, redeemable with promotional cards. Additionally, collectors can enjoy 10 special designs of the Pokemon Trading Card Game, available for collection and play from today until May 31, 2024, or while supplies last.
Ms. Suporn Denpaisan, Vice President of the Beverage Division, Oishi Group Public Company Limited, said, “Collaborating with The Pokemon Company to create the ‘Oishi Sparks Joy: Absolutely Satisfying, Extremely Refreshing’ campaign has been incredibly fulfilling. This campaign marks a new frontier in Thailand, featuring Pokemon’s characters on our packaging labels in bright colors with six unique comic strip designs. It also marks the first time Pikachu has appeared in a TVC, alongside the hottest duo presenters of this generation ‘Gemini’ and ‘Fourth.’ In addition to these exciting elements, Oishi is offering 10 special Pokemon trading card games, known for their popularity and strategic gameplay. We believe these cards will become highly sought-after collectibles among players.”
Oishi Green Tea’s exciting co-creation with “Pokemon” brings Six Sparks of Joy to life, featuring:
- 1st Spark of Joy: Witness the first-ever encounter between Oishi presenters, Gemini-Norawit Titicharoenrak and Fourth-Nattawat Jirochtikul, and a group of Pikachu characters in a delightful TVC, promising absolute satisfaction and refreshment.
- 2nd Spark of Joy: Enjoy special promotional cards for the Pokemon Trading Card Game, available in 10 unique designs for collection and play, sure to delight fans worldwide.
- 3rd Spark of Joy: Experience the first-ever visit to Thailand by “Pojama” for an exclusive Meet & Greet event with “Pikachu” and “Eevee,” spreading joy to all attendees.
- 4th Spark of Joy: Discover new packaging label designs featuring six colorful limited editions. Each design showcases beloved Pokemon characters in humorous designs, embodying the fun of the Oishi campaign. Enjoy our popular flavors, like Pikachu representing honey lemon, Naetle (Turtwig) for the original flavor, Pojama (Piplup) for Kyoho grape, Eevee for Japanese rice, Hikozaru (Chimchar) for watermelon, and Arceus for lemon-flavored black tea, available in PET bottles in 350 ml., 380 ml., and 500 ml. sizes, as well as UHT boxes in 180 ml. sizes, catering to everyone’s taste.
- 5th Spark of Joy: Join the summer promotion, “Drink Oishi Today and Get a Chance to ‘Win’ and ‘Exchange'” for a chance at winning fantastic prizes! You can win an exclusive trip to Japan with Gemini and Fourth, along with other exciting rewards like EV cars, motorcycles, iPhones, iPad Pros, gold, and more, valued at over six million baht. Simply send the code via the OISHI Club app to participate. Additionally, you can redeem special promotional cards for the Pokemon Trading Card Game, featuring 10 unique designs, when purchasing three PET bottles of Oishi (available only at participating stores) from today until May 31, 2024, or while supplies last.
- 6th Spark of Joy: Enjoy premium collectible Oishi and Pokemon items like color-changing glasses, umbrellas, bags, car sunshades, blankets, and thermos flasks, available through select stores and the Oishi Club app.
“Utilizing anime characters in brand communications is crucial for boosting sales and expanding the customer base. Integrating these anime characters into marketing strategies, such as ‘One Piece’ and ‘Demon Slayer,’ has played pivotal role in driving growth and securing the top market position. Oishi’s latest market share as of January 2024 at 43.9% has been a crucial force for an 18% growth of the RTD GT market worth 16,619 million baht. The collaboration with Pokemon, the world’s leading multimedia franchise with a devoted fan base, is well-suited to further strengthen Oishi’s market presence and ensure sustainable growth,” concluded
Ms. Suporn.
The launch event for the campaign, “Oishi Sparks Joy: Absolutely Satisfying, Extremely Refreshing” and the summer promotion “Drink Oishi Today and Get a Chance to ‘Win’ and ‘Exchange’ in the Most Satisfying Way” on March 5 at Siam Square was highly successful, drawing a strong response from Oishi fans, the Gemini-Fourth fan club, and Pokemon game trainers. The event was filled with exciting activities and shows, including a Meet & Greet with three popular Pokemon characters: Pikachu, Eevee, and the first-ever visit to Thailand by Pojama. Attendees also had the opportunity to participate in a range of activities, such as opening promotional card envelopes and playing the Pokemon Trading Card Game from Oishi. The highlight of the event was the presence of the Oishi presenter duo, Gemini and Fourth, who served Oishi Green Tea to help everyone cool off from the heat. Twenty lucky winners also had the chance to take exclusive photos with both presenters.
