Sappe Public Company Limited continues to bring excitement to the functional drink market with the launch of a new campaign for “Sappe Beauti” under the concept “Drink Fresh, Bring Back Your Glow.” The campaign aims to strengthen the brand’s refreshed image while connecting with younger consumers who are increasingly focused on health and self-care, especially Generation Z consumers seeking beverages that deliver both functional benefits, refreshment, and a lifestyle that reflects their individuality. The communication strategy focuses on fun, fresh, and culturally relevant content that resonates more closely with younger audiences.
Ms. Piyajit Ruckariyapong, Chief Executive Officer of Sappe Public Company Limited or SAPPE, said, “Sappe Beauti has continuously worked to stay close to younger consumers. This year, we want to further connect the brand with the lifestyle and culture of the new generation, especially Gen Z consumers who place importance on self-care, confidence, and self-expression. We want Sappe Beauti to be more than just a functional drink, but a brand that genuinely helps refresh and restore confidence throughout the day.”
The campaign communication is built on consumer insights from the Millieu Brand Health Check (January 2025), which revealed that the top three reasons Thai consumers choose functional drinks are functional benefits (51%), refreshment (47%), and great taste (43%). As a result, Sappe Beauti aims to communicate its product taste, functions, and self-care benefits more clearly and simply from the first glance, while reinforcing the brand’s Self-Love positioning, which has long been part of the brand’s DNA.
For the “Drink Fresh, Bring Back Your Glow” campaign, SAPPE brings TikTok culture into the campaign through the introduction of the “Friend of Beauti” trio — “Angpao,” “Java,” and “Namemi,” the popular TikTok angel gang loved by teenagers. The trio stars in four short commercial films portraying moments when “your glow fades away during the day,” whether from strong sunlight, pollution, overeating, or exhausting daily routines, before “Sappe Beauti” steps in to help restore freshness and confidence once again. The campaign also features a surprise Easter Egg appearance by “Pae Arak,” who joins in to help “save the glow,” reflecting the connection between existing consumers and younger audiences through fun, relatable, and shareable online content.
In addition, SAPPE plans to continue communicating the campaign through both online and offline channels to strengthen brand engagement with younger consumers. This includes TikTok and social media content, interactive activities with fans, and collaborations with influencers and creators who reflect modern youth lifestyles. The goal is for “Sappe Beauti” to become part of consumers’ everyday self-care moments while reinforcing its image as a functional drink brand that understands younger generations in terms of health, refreshment, and self-expression.
Consumers can now experience the new “Sappe Beauti” and follow the “Drink Fresh, Bring Back Your Glow” campaign at all 7-Eleven stores nationwide and general retail stores across Thailand, or purchase online via Line: @sappeonline and Shopee: Sappe Official Store. More campaign activities and new content can also be followed on Facebook: Sappe Beauti Drink and TikTok: Sappebeauti.
