For the first time ever, TCP introduces Red Bull Halls XS to ignite Gen Z’s creative energy
TCP Group, manufacturer and seller of Kratingdaeng, Red Bull, Ready, Som Plus, Sponsor, Mansome, Mansome Vitamin Water, Hi!, Puriku, Sunsnack, and Warrior is leveraging its global expertise through the launch of Red Bull Halls XS, its first energy drink specifically designed to ignite the creative energy among Gen Z consumers. Available in Watermelon and Mentholyptus flavor, the beverage is fresh, cool, and sugar-free to address the needs of health-conscious consumers. The new product launch is supported by over 100 million baht in marketing budget to create product awareness among the new generation nationwide through TikTok and E-Sports marketing as part of the company’s ‘Fulfilling – Energizing our brand’ pillar.
Mr. Saravoot Yoovidhya, Chief Executive Officer, TCP Group, said: “Gen Z are young people who value living a free life that feels true to who they are. They are full of zest for life and the energy to make new things happen. Red Bull Halls XS is an energy drink that will drive Gen Z consumers to live creatively outside the box, underlining TCP Group’s new purpose – ‘Energizing a Better World for All’ by pioneering new products crafted from TCP’s global consumer insights. We are certain Red Bull Halls XS will be a force to reckon with among Thailand’s energy drink sector and a vital move to drive sustainable growth among new groups of consumers in search of a product for today’s lifestyle.”
Mr. Pasit Akkaranunkorranich, Managing Director, Mondelez International (Thailand) Co., Ltd., said: “Halls candy is one of our iconic brands and the best-selling candy brand in Thailand. Today, we are delighted to extend our collaborative partnership with TCP Group, the owner of world-renowned Red Bull, to amplify the success of zero-sugar and caffeine-free “Halls XS Red Bull” introduced last year. Through our strategic brand collaboration, we are leveraging both brands’ expertise to create an innovative taste and experience for consumers to relish. We believe this refreshing and cool energy drink, inspired by two popular flavors of Halls XS – Watermelon and Mentholyptus, will become the new favorite drink which truly satisfies the taste buds of Thai consumers.”
Red Bull Halls XS – new alternative energy drink for Gen Z
Red Bull Halls XS, the new daily energy drink, is available in two flavors – Watermelon and Mentholyptus, offering a uniquely fresh and cooling sensation without sugar. The novel beverages have been crafted to be an energy and creativity booster for Gen Z consumers aged 18-24 years old, who are open to new things, tech-savvy, and enjoy a free, out-of-the-box lifestyle. Red Bull Halls XS will help Gen Z stay energized to enjoy all activities with zest and creativity.
Red Bull Halls XS is an innovative drink built off the Halls XS Red Bull candy – a product from the collaborative partnership between TCP Group and Mondelez launched in 2021, which was a success in terms of both market conversation and sales volume.
Creating awareness and energizing the market with 100 million baht in digital marketing and E-Sports budget
To address Gen Z who are smart digital natives, TCP Group is launching the #Energenius campaign on TikTok as part of its strategic digital communication and marketing plan, inviting crowd favorite KOLs to share creative lifestyle ideas. With E-Sports marketing at the core of its strategy, TCP Group is also supporting Bacon Time, an up-and-coming Thai E-Sports team with a diverse and solid fanbase, known and loved for its vibrant energy and game savviness.
Red Bull Halls XS offers an energizing touch to young consumers in the form of a 170ml. can at an affordable price of 15 baht, available at 7-11, Family Mart, Tesco Lotus, Tops, Gourmet Market, Jiffy, Lawson, PT MaxMart, MaxValu, Villa Market, and leading stores.
