Sappe Public Company Limited, the Thai beverage innovator behind the global "Snack Drink" category, has launched a new international campaign for its flagship brand Mogu Mogu. Titled "Wanna Skip? You Gotta Chew," the campaign targets Generation Z consumers by positioning Mogu Mogu as a playful solution for navigating life's unavoidable moments.
The campaign draws on insights into Gen Z behavior, noting that while they can skip digital content, real-life situations cannot be avoided. Mogu Mogu's signature chewy nata de coco jelly offers a sensory, relaxing experience that helps transform these moments into something enjoyable. Ms. Piyajit Ruckariyapong, CEO of Sappe, stated that the campaign reflects the company's deep understanding of Gen Z's desire for fun and authenticity, aligning with its ambition to grow a Thai brand into a truly global one.
Mogu Mogu, a fruit juice with nata de coco, has achieved market leadership in several countries, including the Philippines, South Korea, and the United Kingdom, according to NIQ data. The brand's "Tangible Fun" experience combines refreshing flavors with a unique chewy texture, distinguishing it in the beverage market. The "Wanna Skip? You Gotta Chew" campaign employs a 360-degree strategy, leveraging digital social media engagement and influencer collaborations across key markets. On-ground activations include sampling and immersive brand experiences in the Philippines, South Korea, and the United Kingdom, aiming to strengthen emotional connections with consumers.
Mogu Mogu is available in over 100 countries and continues to innovate within the snack drink category. For more information, visit the official website at www.mogumogu.com. Sappe, listed on the Stock Exchange of Thailand under the symbol SAPPE, focuses on product innovation and sustainability. Further details about Sappe can be found at https://www.sappe.com/en/.
