WOPE, a joint venture company formed by Sappe Public Company Limited (SAPPE) and Workpoint Entertainment Public company Limited (WORK), unveiled its revolutionary new product line ‘Taurine Coffee’ which is Thailand’s first-ever energy coffee. This exceptional instant coffee boasts a perfect blend of invigorating Taurine and Vitamin B Complex, aiming at catering to the needs of the working force who want to revive their energy levels and to have a refreshing and brain nourishing experience. It is also ideal for those seeking to maintain peak productivity. This fresh launch was accompanied by a television commercial entitled ‘’Khon Jing Khon Sang Cheewit (Man of Determination, Master of Life), directed by the globally acclaimed director, Thanonchai ‘Tor’ Sornsriwichai, who will convey the heart-hitting message to all masters of life. Taurine Coffee is now available at every 7-11 and CJ More branches at an affordable 7 baht per sachet. WOPE has set a sales target of 100 million baht in its first year.
Sappe Public Company Limited (SAPPE) Chief Executive Officer, Ms. Piyajit Ruckariyapong, said, from a partnership between SAPPE and Workpoint to set up WOPE co.,Ltd with an aim to develop, manufacture, market and distribute food and beverage products through innovative and heart capturing communication, we saw an opportunity in Thailand’s instant coffee market which stands at 19 billion baht in total and projected to grow by 9% this year, and healthy coffee is part of it. Thus, we seized the opportunity to introduce a new product for the fighting workers, ‘Taurine Coffee’, which is Thailand’s first energy coffee with taurine and vitamin B complex as the key ingredients.
Taurine Coffee will help the consumers get ready for any circumstance with three distinctive powers: energy, awakening, and refreshment providing nourishment for the brain and revitalizing both physical and mental strength. Our target consumer base is the vibrant workforce, aged between 28 and 48 years old. In line with its integrated marketing strategy, the company has prepared to launch comprehensive marketing campaigns that integrally suit the lifestyle of the target group covering On TV, Online, On Stars and On Ground. Taurine Coffee is a new choice to help determined workers who chart their own path to revive their energy every day. The item is available at all 7-11 and CJ More branches at 7 baht per sachet, and we set a sales target of 100 million baht in the first year.
Mr. Thanasak Hunarak, Chief Business Development Officer of Workpoint Entertainment PCL (WORK) said the majority of Workpoint’s fan base is the high-performing and strong workers. “Recognizing their determination to command their lives for the better, we take an inspiration from the success of our signature product, ‘Kru Pensri’ candy, to expand the fan base to this targeted group with a new product line, energy boosting coffee, which is a bold and unprecedented item in the market. The communication campaign will be presented on television channels and online media under Workpoint with around 90 million followers. Furthermore, the On Stars campaign will be carried out with many stars and life fighters from diverse fields taking part. We will also organize the On Ground Activity to reach the target groups in their locations while implementing the full scale ‘Out of Home’ (OOH) to ensure a large accessibility. The campaign started in August onwards to connect the target group nationwide.
SAPPE’s Vice Chairman and Chairman of Executive Committee, Mr. Adisak Ruckariyaphong, said “We want to give moral support and physical energy to all Thais, especially those who have to work during the nighttime while most people are sleeping, but they have to overcome physical and brain fatigue to strive for better living. This can adversely impact or undermine working ability. We truly understand and aim to convey this message in forms of short film and TV commercial Man of Determination, Master of Life (Khon Jing Khon Sang Cheewit). For this project, we have the world’s renowned director ‘Thanonchai ‘Tor’ Sornsriwichai’ to narrate the inspiring stories of the people in various fields of work to exhibit courage and resilience. Despite encountering obstacles, inequality, or oppression, they will be ready to fight and command their own lives. I firmly believe this TV commercial will strike a chord with all those who are the masters of their own lives.
“We try to invent innovative products continuously to enhance consumers’ quality of life and a special of Taurine Coffee is being created to nourish the brain and nervous systems. It not only provides the full energy needed for daily encounters faced by those life masters, but also offers a rich and delightful aroma from Robusta coffee. Taurine Coffee comes with a modern and distinctive packaging which symbolizes the energy charge required to fight with full effort. We also present our consumers with 60 motivational quotes on the sachets, serving as moral support for them and we can assure you that Taurine Coffee is the energy coffee for both the body and mind of all consumers” Ms. Piyajit said.