Osotspa Public Company Limited, Thailand’s leading manufacturer and distributor of consumer products and the market mover in the energy drink segment where it holds a 54.9% market share (as of Q1 2021), launched “Lipo-fine,” an energy drink created especially for women with 0% sugar, packed with Japanese quality taurine 1,000mg, and mixed berries flavor offering a delicious and refreshing every day drink.
Lipo-fine meets the needs of today’s women who need energy and enjoy living life to the fullest while maintaining a focus on their health. The brand introduced “Cris Horwang” as their first female presenter and will implement full-scale marketing activities to create awareness on various channels throughout the year.
Wannipa Bhakdibutr, President of Osotspa Public Company Limited, said, “Spend per buyer on energy drinks among women consumers continues to grow. Women need something to boost their energy, so they can enjoy their activities throughout the day with confidence while always feeling energized.
In addition, the spread of Covid-19 makes it more important for consumers to maintain their health. So they are inclined to spend more on products with health benefits. This provides a marketing opportunity for energy drink products that cater to the needs of women.
Osotspa has partnered with Taisho Pharmaceutical to launch a new product inspired from Japan called “Lipo-fine,” an energy drink for women with 0% sugar in a mixed berries flavor, offering a new consumption experience for Thai women.
Lipo-fine with mixed berries flavor and 0% sugar is Lipo’s newest product launch in 22 years following “Lipo-Plus,” an energy drink mixed with natural honey.
This launch, introducing a new segment — “Energy drink for women” in Thailand, is a major brand movement that will generate excitement and increase growth in the country’s energy drink market, which is currently worth more than Bt20 billion.
Yukio Sawada, Executive Vice President of Osotspa Taisho Pharmaceutical Co., Ltd. said, “We are proud to have taken part in offering an energy drink especially for women to boost their energy and help them live life to the fullest in good health. As Lipo-fine was developed to offer a sweet and sour mixed-berry flavor designed to suit the taste of Thai women, we are confident that it will be as widely accepted as Lipo-fine in Japan.”
Lipo-fine, with mixed berries flavor and 0% sugar comes in a 100 ml package size at a retail price of Bt12 and contains Japanese quality taurine 1,000mg. Taurine is a type of amino acid that helps promote visibility and prevents retina degeneration from light or chemicals.
It also helps relieve stress and reduces muscle fatigue. In addition, Lipo-fine is a sugar-free, low-calorie drink, suitable for modern women who need to feel energized when performing their daily tasks, and provides a refreshing boost and revitalizes the body.
Lipo-fine is now available in leading retail stores and department stores nationwide. Creating brand awareness and introducing Cris Horwang as the first female presenter
The marketing strategy will focus on building awareness of Lipo-fine through offline and online channels, beginning with the launch of commercials featuring “Cris Horwang,” the brand’s first female presenter to tell the story of a new generation of women looking for drinks that meet their daily needs. Cris reflects the confident, modern, agile, smart and health-conscious personalities of Lipo-fine. The brand will work with online influencers who represent a new generation of women and have a strong follower base to create awareness and increase brand credibility on various social media channels throughout 2021.
“With the marketing opportunity and growth potential in the energy drinks segment for women, plus the outstanding benefits of Lipo-fine, which are widely recognized by women across Japan, we are confident that Lipo-fine will meet the needs of Thai women, and further expand Osotspa’s energy drink portfolio to better serve consumer needs,” concluded Wannipa.
