PepsiCo/Tawan: Tawan Ball Seaweed

Tawan Ball, a snack brand, maintained its market growth by targeting Thai gamers and positioning its product as a perfect companion for gaming.

Campaign details

Brand: PepsiCo/TawanLead agency: Mindshare ThailandRegion: APAC

Objectives

At the end of 2016, the extruded snack market in Thailand was stagnant at 0.3% growth. However, the Tawan key extrude snack brand from PepsiCo International, has enjoyed strong growth at 9.5%. This is resulted from new product launches in 2016. From brand health tracking, shape of snack is one of key aspects which creates differentiation and drives trial. The launch of Tawan Base with triangle shape and Tawan crab claw with intense real Thai ingredients on a fun shaped claw are proven the success.

In...

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