Carabao, one of the biggest energy drink brands in Thailand, has released a new product Carabao Green Apple to target the younger generation.
The new green apple flavored drink is as tasty as any soft drink in the market, with beneficial vitamin B6 and B12, and more importantly, the caffeine content is very low and is derived from the natural Guarana fruit, resulting in a drink that is very refreshing and energizing, picks you up and has no crashing effect.
Even though, the new product is nothing like the old school glass bottle energy drink, people still have a fear because the perception that any kind of energy drink will spike up your heart, leave you wide awake before crashing and is only for people who need to use lots of energy. Also in Thailand, the FDA restricted all advertisements of energy drinks to the maximum consumption to 2 bottles per day, further emphasizing the fear people have.
It’s time to change everyone’s perception with Storyteller Bangkok’s campaign idea Carabao Clock, that says Carabao Green Apple is for anytime.
The campaign was delivered through 24 ads, carried out online hour by hour through a precise time targeting strategy. Each ad acting like an alarm clock at the beginning of every hour signalling that “It’s time for Carabao Green Apple”.