Ichitan Group PCL, Thailand’s leading ready-to-drink tea brand, has launched a dynamic summer campaign built to capitalize on Thailand’s robust beverage market. The company introduces Ichitan Green Tea with Chrysanthemum and Honey, leveraging the widespread appeal of the Ling-Sirilak Kwong and Orm-Kornnaphat Sethratanapong duo—the beloved “Girl Love” pair—to drive strong sales as it pursues a bold revenue target for 2025. This campaign arrives at a time when Thailand’s ready-to-drink tea segment is expanding rapidly, reaffirming Ichitan’s leadership in a market that continues to post impressive growth. The brand is keen to position its new tea as a flagship product for the summer season, embedding it at the center of a nationwide marketing push designed to lift household penetration and reinforce Ichitan’s growth trajectory.
Market Momentum and Industry Context
Thailand’s beverage market is witnessing a sustained period of high momentum, underpinned by continued demand for non-alcoholic beverages that combine flavor, convenience, and a sense of refreshment. The ready-to-drink tea sector has emerged as a frontrunner within this landscape, driven by evolving consumer preferences and a growing appetite for healthier, ready-to-consume options that fit fast-paced lifestyles. In this environment, the overall category has reached notable scale, with mature segments alongside burgeoning niche flavors that appeal to younger audiences and urban shoppers. The current market size reflects a maturation of product formats, distribution networks, and branding strategies that prioritize on-the-go consumption, eye-catching packaging, and cross-channel accessibility. Against this backdrop, Ichitan’s latest campaign seeks not only to maintain relevance but to accelerate growth by introducing a distinctive flavor profile and a high-profile promotional vehicle.
Industry observers note that summer campaigns tend to serve as catalysts for category acceleration, given the seasonality inherent in consumer beverage purchases. For Ichitan, the summer window is an opportunity to showcase product innovation while reinforcing the brand’s leadership position in the RTD tea segment. The company’s emphasis on a high-visibility product launch during peak season aligns with broader market dynamics that favor timely introductions and strong storytelling around flavor, refreshment, and emotional connection with consumers. As the market expands, competition among major players intensifies, underscoring the importance of integrated marketing, compelling endorsements, and resonance with contemporary consumer values. Ichitan’s strategy to anchor its summer campaign on a well-known celebrity pairing reflects an emphasis on social proof, aspirational storytelling, and a vibrant cultural moment that can translate into broader brand equity. In parallel, the sector’s growth metrics—particularly the rate of year-over-year expansion—underscore a favorable operating environment for brands seeking to scale through new product lines and experiential marketing.
The Thai non-alcoholic beverage category, which includes RTD teas, continues to outperform many other segments with consistent double-digit advances in certain quarters. This performance is supported by favorable macroeconomic indicators, relative affordability, and wide retail reach across both modern trade channels and traditional marketplaces. Consumer behavior signals indicate a preference for convenient formats, such as ready-to-drink beverages that deliver consistent taste profiles and perceived value. The ongoing rollout of large-format digital campaigns, influencer collaborations, and high-impact outdoor advertising further amplifies the visibility of new products. In this milieu, Ichitan’s approach—combining a distinctive flavor profile with a star-driven summer campaign—aims to secure a heightened share of mind and, crucially, a favorable shelf presence across key retail ecosystems. The market’s trajectory suggests that brands willing to invest in multi-channel campaigns and data-informed consumer engagement are positioned to convert attention into sustained demand, particularly during the summer when consumption patterns favor refreshment beverages with broad appeal.
From a macro perspective, the sector’s growth trajectory remains a function of consumer willingness to experiment with flavors and premiumization trends within a mass-market framework. The 18.577 billion baht valuation of Thailand’s RTD tea market highlights the substantial scale that is achievable when a product resonates with both everyday shoppers and trend-driven buyers. The growth rate of 13.3 percent—an indicator of momentum in the non-alcoholic beverage subcategory—signals a healthy environment for brands launching new SKUs and engaging campaigns. In such a climate, Ichitan’s decision to elevate a single product as a summer flagship aligns with best practices in category leadership, where a combination of flavor innovation, celebrity-inspired storytelling, and digitally-driven engagement can produce outsized sales impact. The company’s leadership has signaled a commitment to achieving ambitious revenue targets by locking in seasonal demand while nurturing ongoing consumer relationships that extend beyond the summer period. Taken together, these factors present a compelling market backdrop for Ichitan’s new Green Tea with Chrysanthemum and Honey and its celebrity-backed marketing push.
The broader industry context also emphasizes the role of consumer trust and brand affinity in sustaining growth over multiple quarters. As shoppers become more selective with their beverage choices, brands that offer recognizable flavor cues, reliable quality, and compelling narratives tend to secure premium shelf space and repeated purchases. Ichitan’s strategy to anchor the campaign around a recognizable duo—the Ling-Orm pair—addresses this need by leveraging familiar personalities whose fan communities are highly engaged. This approach helps translate social media attention into real-world purchase intent, a critical factor in converting awareness into sales during the peak summer period. The collaboration is designed to create a nationwide phenomenon, expanding the brand’s footprint across diverse demographics and geographic regions. In essence, Ichitan is betting on a combination of product differentiation, cultural relevance, and a cohesive media plan to sustain momentum as the market continues to evolve.
Lastly, the market’s growth dynamics are accompanied by strategic opportunities for retailers to optimize inventory and promotional planning around high-demand products. Seasonal peaks require robust supply chain coordination and reliable distribution to ensure that newly launched items appear in the right places at the right times. Ichitan’s campaign signals a comprehensive go-to-market approach that integrates product storytelling with mass-market reach, aimed at maximizing visibility and consumer recall throughout the summer months. As the sector continues to mature, brands that successfully blend flavor innovation with celebrity appeal and data-driven activation stand to gain a durable competitive edge. In this sense, Ichitan’s summer initiative represents more than a single product launch; it embodies a strategic push to shape the conversation around ready-to-drink tea and strengthen the brand’s leadership in a thriving, fast-moving market.
Campaign Overview: Ichitan Green Tea with Chrysanthemum and Honey
The centerpiece of Ichitan’s summer strategy is the introduction of Ichitan Green Tea with Chrysanthemum and Honey, a flavor pairing crafted to capture the refreshing essence of the season while appealing to a broad spectrum of taste preferences. This product is positioned as a flagship line for the summer period, designed to anchor sales momentum and deepen the brand’s association with quality and innovation in the RTD tea category. The chrysanthemum-aligned undertone offers a floral, subtly aromatic note that complements the natural sweetness of honey, creating a balanced profile that can appeal to both traditional tea lovers and younger, flavor-discerning consumers. The formulation aims to deliver a consistent, satisfying taste experience that reinforces Ichitan’s reputation for delivering beverages that combine familiar comfort with a twist of contemporary flavor.
A core aspect of the campaign’s ambition is to leverage the star power of Ling-Sirilak Kwong (Ling) and Orm-Kornnaphat Sethratanapong (Orm), collectively known as the “Girl Love” duo, to drive broad-based consumer engagement and accelerate sales performance. The pairing resonates with a broad audience due to the duo’s widespread appeal and cultural relevance, making them a natural conduit for the brand’s summer story. The campaign’s narrative centers on celebrating admiration, affection, and positive sentiment—emotions that align well with a refreshing tea beverage designed to accompany social moments, gatherings, and everyday rituals. Ichitan expects that the Ling-Orm collaboration will catalyze a nationwide surge in demand, contributing to the brand’s objective of achieving a significant revenue milestone for 2025. The leadership team views this partnership not merely as a promotional vehicle but as a strategic platform to elevate Ichitan’s image as a trend-forward, culturally attuned beverage brand capable of connecting with diverse consumer segments.
A prominent marketing message driving the campaign emphasizes a sense of immediacy and excitement around summer consumption. The branding is anchored in an aspirational lifestyle that blends freshness with a sense of social momentum, inviting consumers to participate in a broader conversation around Ichitan’s new offering. The initiative is designed to generate enthusiasm across multiple touchpoints, including outdoor advertising and a range of digital channels, ensuring that the product’s flavor profile and its celebrity association are both clearly communicated to target audiences. In addition to the core product launch, the campaign contains interactive elements intended to deepen engagement and convert interest into trial and repeat purchases. Through a combination of experiential elements and digital activations, Ichitan aims to convert fans into advocates who actively share their experiences with the new beverage within their social networks. This holistic approach is meant to amplify reach, reinforce brand recall, and sustain momentum beyond initial introductions, thereby supporting the broader objective of securing robust sales performance for the summer season and contributing to the company’s longer-term revenue ambitions.
The marketing strategy also considers the cultural context in which Thai consumers experience seasonality and lifestyle trends. The choice of chrysanthemum as a flavor cue draws on familiar local associations with wellness and tea culture, while honey offers a familiar note of sweetness that aligns with consumers’ expectations for a balanced, approachable beverage. By combining these elements within a recognizable brand framework, Ichitan seeks to deliver a product that feels both comforting and novel, providing a point of differentiation without sacrificing mass appeal. The campaign’s creative direction is designed to be adaptable across various media formats, enabling a seamless escalation from billboard and out-of-home placements to social media and influencer-driven conversations. The result is a comprehensive activation that can sustain attention for an extended summer window, while also strengthening brand affinity and loyalty that extend into subsequent quarters. In essence, the campaign represents a deliberate convergence of product innovation, celebrity-driven storytelling, and multi-channel execution crafted to deliver measurable growth for Ichitan and to reinforce its standing in a competitive market.
A central element of the campaign is a digital activation plan built to complement traditional media and in-store visibility. The plan includes dynamic billboards and a suite of social media activations that extend the narrative beyond paid placements, encouraging active user participation and content creation centered on the Ling-Orm duo and the new tea variant. The concept invites fans to engage with the brand by generating their own content that expresses admiration and support for Ling and Orm, thereby expanding the reach of the campaign through authentic, user-generated material. This approach aligns with current consumer behavior, where peer influence and shared experiences increasingly drive discovery and trial in the beverage category. The broader objective is to create a loud, immersive summer moment that circulates organically across platforms, amplifying brand visibility while maintaining a controlled message framework that accurately reflects the product’s flavor profile and its intended emotional resonance. By weaving together influencer-led storytelling, user-generated content, and strategic outdoor placements, the campaign aspires to build a durable brand narrative that resonates with a wide audience of potential buyers and converts interest into sustained demand.
The product’s flavor story is reinforced by a packaging and design language that emphasizes clarity, freshness, and approachability. The 500ml bottle format is selected to meet everyday consumption needs, offering a convenient size that aligns with on-the-go consumption habits and social occasions. Although the campaign emphasizes a premium feel through its celebrity association, the product remains accessible to a broad consumer base, balancing perceived value with taste quality. The branding strategy is crafted to ensure that the Chrysanthemum and Honey profile feels distinctly Ichitan, yet versatile enough to appeal to fans of traditional tea and contemporary flavor experimentation. The design also supports cross-channel recognizability, ensuring that retail partners and digital touchpoints present a cohesive story that reinforces product attributes and brand positioning. This alignment between product characteristics, marketing intent, and distribution reach is intended to maximize trial rates, repeat purchases, and overall sales velocity during the summer period. In this sense, Ichitan’s campaign aspires to set new benchmarks for product-market fit within the RTD tea category and to illustrate how flavor innovation can harmonize with cultural relevance and celebrity appeal to drive meaningful commercial outcomes.
Star-Powered Summer Sensation: Ling-Orm and Brand Alignment
The heart of Ichitan’s promotional effort lies in the strong, culturally resonant partnership with Ling-Sirilak Kwong and Orm-Kornnaphat Sethratanapong, widely recognized for their dynamic chemistry as a duo and their broad appeal across Thai audiences. The campaign leverages Ling and Orm’s public personas to amplify the emotional and social resonance of the new flavor profile, translating fans’ affection into brand interest and trial. The Ling-Orm collaboration is presented as a natural synergy: the duo’s vibrant personalities and engaging on-screen presence complement the refreshing, floral-honey profile of the tea, creating a cohesive narrative that resonates with contemporary tastes and sentiment. The overarching strategic rationale is to harness the duo’s reach to widen Ichitan’s audience base, driving not only immediate sales but also lasting brand awareness among younger consumers who are highly engaged with social media and celebrity-driven content.
From a communications perspective, the Ling-Orm collaboration provides a robust content engine that can be leveraged across multiple channels. Short-form videos, behind-the-scenes moments, and lifestyle-focused segments featuring Ling and Orm can be repurposed for social platforms, giving the campaign multiple life-cycles and opportunities for engagement. The celebrity pairing is designed to foster a sense of community among fans, encouraging them to participate in campaign-driven conversations and to share personal interpretations of what the duo represents in their daily lives. This strategy recognizes that consumer connection in the beverage category often hinges on shared experiences and aspirational storytelling, rather than purely transactional messaging. By aligning the product’s refreshment promise with a validated, fan-driven platform, Ichitan is aiming to convert digital engagement into tangible store traffic and increased demand across its distribution network. The result is a marketing approach that blends entertainment value with product attributes in a manner that supports sustained interest and ongoing conversation around the brand and its summer launch.
The collaboration also serves as a banner moment for the brand’s image—an opportunity to present Ichitan as a contemporary beverage brand that embraces pop culture relevance while maintaining the trust of long-time consumers. The Ling-Orm partnership signals a forward-looking strategy that seeks to connect with a broad demographic spectrum, from long-time tea enthusiasts to newer, trend-driven shoppers. The anticipated effect is a more expansive brand halo, where the association with a popular duo enhances perceived quality and desirability, encouraging trial across a range of retail settings. In operational terms, the campaign is designed to deliver a consistent stream of content and experiences that keep the narrative alive across the peak summer window. This continuous cadence supports sustained consumer involvement and helps ensure that the product remains top-of-mind as shoppers plan and execute their summer purchases. By centering the narrative on the Ling-Orm duo, the campaign also creates a repeatable framework for future collaborations, demonstrating Ichitan’s willingness to experiment with high-profile partnerships that can drive growth while enriching the brand’s storytelling.
A further layer of strategic thinking behind the Ling-Orm collaboration is the potential for cross-promotional opportunities that extend beyond the immediate product launch. The duo’s fan base provides a ready-made community for launching complementary content, contests, and experiential moments that deepen consumer engagement. Such tactics can help broaden reach to households that may not previously have considered Ichitan as a regular beverage choice, while reinforcing loyalty among existing customers. The cross-pollination between celebrity-driven content and product attributes creates a compelling value proposition: a refreshing tea that is not only enjoyable in flavor but also infused with a social narrative that fans want to participate in and share. This approach aligns with modern marketing principles that emphasize authenticity, relatable storytelling, and community-building as essential drivers of brand growth. As the campaign progresses, Ichitan intends to measure the impact of Ling-Orm-driven content on awareness, consideration, and purchase intent to calibrate future activities and ensure that the collaboration remains a source of credible, sustainable advantage in a competitive market landscape.
The messaging around the Ling-Orm collaboration is crafted to be inclusive, celebratory, and aspirational, reflecting broader cultural values around admiration, friendship, and positive sentiment. This tone is designed to appeal across age groups and social backgrounds, enabling a wide range of consumers to relate to the protagonists and the beverage’s refreshment promise. The campaign’s creative materials emphasize moments of connection, social occasions, and personal enjoyment that can be associated with Ichitan Green Tea with Chrysanthemum and Honey. The long-term aim is to build a durable association between the brand and a mood of refreshment and positivity, a strategic choice that can reinforce repeat purchases and sustain growth beyond the summer season. By embedding the product within the narrative of this high-visibility partnership, Ichitan seeks to position itself as a forward-thinking leader in the RTD tea space, one that is capable of leveraging celebrity appeal while staying true to the product’s core attributes and consumer value proposition.
Digital, Outdoor, and Consumer Engagement Strategy
A key pillar of Ichitan’s summer campaign is a multi-channel activation plan that blends digital innovations with traditional outdoor advertising to maximize reach and engagement. The campaign includes eye-catching billboards designed to capture attention in high-traffic areas, complemented by a comprehensive social media strategy that amplifies brand visibility and encourages active participation from fans. The intention behind these activations is to create a cohesive, immersive experience that reaches consumers at multiple touchpoints—on the go, online, and in social circles—thereby enhancing recall and driving trial. The use of visually striking outdoor placements helps maintain constant visibility during the peak season, ensuring that the campaign message remains front and center across diverse environments and audience contexts. This approach is intended to sustain interest from launch through the height of summer and into the subsequent months, leveraging the Ling-Orm association to keep audiences engaged over an extended period.
In parallel, the brand is inviting fans to take part in a structured content-creation activity that celebrates their support for Ling and Orm through Ichitan. The activity focuses on user-generated content, inviting fans to convey their affection and enthusiasm for the duo in ways that are aligned with the product’s refreshing character. By encouraging the creation and sharing of original content, Ichitan aims to build a sense of community around the campaign and to foster organic reach beyond paid media. This strategy leverages the social dynamics of fan communities, where authentic, personal storytelling has greater potential to resonate with other consumers than traditional advertising alone. The objective is to convert social engagement into tangible interest and, ultimately, to translate this interest into trial and repeat purchases.
A critical component of the digital strategy is the consistent integration of the campaign’s core message across platforms. From short-form video clips to static creative assets, the content is designed to convey the flavor profile, the product’s refreshment proposition, and the Ling-Orm narrative with clarity and energy. The design language aims to be instantly recognizable, enabling fans to associate the visuals with the product even when they encounter the brand in different contexts. This cross-channel coherence is essential to maximizing impact and ensuring that the brand story is not diluted as it travels through various media ecosystems. The tactic is to drive a high level of engagement with content that is both entertaining and informative, offering viewers a clear understanding of why this new Ichitan variant is a compelling choice for summer consumption.
A robust measurement framework underpins the activation plan, with metrics designed to track reach, engagement, sentiment, and ultimately conversion into trial and repeat purchases. By monitoring social interactions, hashtag usage, and other indicators of audience enthusiasm, the campaign team can gauge the effectiveness of the Ling-Orm partnership and the overall summer strategy. This data-informed approach allows for timely optimization of creative, placements, and messaging, ensuring that the campaign remains responsive to consumer feedback and market dynamics. In addition, the activation plan includes ongoing content updates, seasonal creative refreshes, and opportunities for fans to participate in challenges and collaborations that sustain momentum throughout the summer period. The combination of outdoor visibility, digital engagement, and user-generated content is intended to create a holistic experience that amplifies the product’s presence in the market and reinforces Ichitan’s position as a leading innovator in the RTD tea category.
The content strategy also emphasizes accessibility and inclusivity, ensuring that messaging across platforms speaks to diverse consumer groups without losing the campaign’s energetic tone. The creative package is designed to be adaptable, enabling quick tweaks in response to seasonal trends, audience feedback, or competitive developments. The aim is to maintain a dynamic, responsive presence that keeps the conversation alive while preserving the product’s core attributes and the Ling-Orm narrative. By coordinating all these elements—outdoor, digital, and user-generated content—the campaign seeks to create a synchronized and persuasive summer experience that resonates with a wide audience, builds lasting brand equity, and contributes to Ichitan’s revenue objectives for 2025.
An essential aspect of the activation plan is its focus on shareable moments and social validation. When fans see their peers engaging with the campaign, they are more likely to become not only passive viewers but active participants who help propel the brand’s visibility through their own networks. This network effect can significantly extend reach beyond conventional media buys, particularly in a media environment where word-of-mouth and social endorsement increasingly drive consumer decisions. The campaign’s success hinges on balancing entertainment value with clear communication of the product’s flavor, benefits, and positioning as a refreshing summer beverage that pairs well with social moments. Consistency across creative executions, tone, and messaging is critical to ensuring that the Ling-Orm story remains coherent and credible as it travels through different media environments and audience segments.
Where relevant, Ichitan’s channel strategy emphasizes accessibility, ensuring that the new product can be encountered by shoppers across various points of sale and digital platforms. While the precise retailer mix may evolve over time, the overarching objective is to achieve broad distribution and to provide a straightforward, consistent consumer experience regardless of where the product is encountered. The distribution strategy is designed to support a high-volume summer launch with a reliable supply chain that can sustain demand levels associated with a flagship item of this nature. By aligning outdoor visibility, digital engagement, and user-driven content with an accessible distribution framework, the campaign seeks to maximize both trial and repeat purchases, reinforcing Ichitan’s leadership in a competitive, growing market.
The campaign’s success metrics will include awareness, consideration, and preference indicators, as well as actual sales performance and market share movement within the RTD tea category. The ultimate goal is to deliver a measurable uplift in revenue through the summer period and to contribute meaningfully to the target of achieving 9.5 billion baht in revenue for 2025. While market conditions remain favorable, the campaign’s effectiveness will depend on how well the Ling-Orm partnership resonates with consumers, how compelling the flavor story remains, and how efficiently the multi-channel activation translates engagement into action. Ichitan is betting on a cohesive, culturally resonant story that can captivate a broad audience, while delivering a high-quality product experience that aligns with consumer expectations for taste, refreshment, and value. The integration of celebrity influence, flavorful innovation, and a tightly coordinated media mix is intended to develop a lasting, positive impact on the brand’s trajectory and to solidify Ichitan’s standing in Thailand’s vibrant RTD tea market.
Availability, Distribution, and Retail Landscape
The Ichitan Green Tea with Chrysanthemum and Honey is being positioned for broad accessibility across major distribution channels to support the summer campaign’s momentum. The product is packaged in a 500ml bottle, designed to provide a convenient, ready-to-drink format that suits both individual consumption and social occasions. The distribution approach prioritizes a wide reach across national retail networks and online platforms to ensure that consumers can readily encounter the product wherever they shop for beverages. The goal is to create an integrated shopping experience that aligns with modern consumer expectations for speed, convenience, and consistent product quality.
In line with global consumer trends toward easy access to popular beverages, Ichitan seeks to establish a strong presence across diverse channels, including conventional supermarkets, hypermarkets, convenience stores, and e-commerce platforms. The multi-channel strategy is intended to maximize product visibility and ensure reliable stock availability for shoppers who are seeking a refreshing tea option during the summer season. While specific retailer partnerships and promotions may vary over time, the overarching objective remains clear: to secure a prominent position for the new product within the broader Ichitan portfolio and to support sustained engagement with the Ling-Orm campaign through ongoing retail presence and digital touchpoints. By focusing on accessibility and consistent product experience, Ichitan aims to optimize trial rates and repeat purchases, contributing to the campaign’s broader revenue ambitions.
The product’s flavor profile—Chrysanthemum with Honey—positions it as a premium yet accessible option that appeals to a wide range of palates. The combination of floral notes and natural sweetness is designed to offer a refreshing alternative within the RTD tea category, enabling the product to stand out in a crowded market without sacrificing broad appeal. This flavor strategy supports the campaign’s goal of driving both initial trial and continued consumption across the summer period. The packaging and labeling are crafted to communicate the flavor profile clearly while maintaining the brand’s recognizable visual identity, thereby facilitating quick recognition by shoppers who encounter the product on shelves or in online catalogs. The emphasis on readability and appeal at point-of-sale is intended to improve conversion rates, encouraging shoppers to choose Ichitan over competing options and to build a positive association with the brand’s summer offerings.
From a retail operations perspective, Ichitan will coordinate closely with its distribution partners to ensure supply reliability during peak demand. Ensuring a consistent product flow is essential for maintaining customer trust and sustaining momentum throughout the campaign. This involves careful planning around manufacturing schedules, inventory management, and logistics coordination to meet anticipated demand levels while minimizing stockouts and overstock situations. The company’s leadership recognizes that summer campaigns can place pressure on supply chains, and therefore emphasizes the importance of robust planning, proactive communication with retailers, and responsive replenishment processes. By maintaining rigorous oversight of distribution efficiency and product availability, Ichitan aims to provide a seamless consumer experience that reinforces brand confidence and supports long-term growth beyond the current campaign cycle.
Retailers benefit from the product’s broad appeal, which is enhanced by the distinctive flavor and the Ling-Orm-driven storyline. The combination of flavor differentiation and a high-profile promotional narrative can drive incremental traffic to stores and online platforms, contributing to improved basket sizes and cross-selling opportunities. For consumers, the availability of a flavorful, refreshing RTD tea that aligns with summer lifestyle moments offers a compelling reason to choose Ichitan as a go-to beverage option. The synergy between product attributes, celebrity-driven content, and multi-channel distribution is designed to translate into measurable gains in trial, repeat purchases, and brand loyalty. As the campaign progresses, Ichitan plans to monitor performance across channels and adjust allocation and messaging to sustain momentum, optimize spend, and maximize return on investment.
In addition to traditional retail channels, the brand’s e-commerce presence is expected to play a significant role in reaching diverse consumer segments, including urban dwellers, students, and busy professionals who value convenience and speed. Online sales enablements and targeted digital promotions are designed to complement in-store visibility, providing a cohesive shopping experience that supports quick decision-making. The digital component of the campaign helps bridge the gap between awareness and purchase by offering accessible information about the product, its flavor profile, and the Ling-Orm narrative, while also enabling consumers to engage with the brand through content creation and social sharing. The blended approach—combining physical and digital storefronts—seeks to maximize the product’s exposure, enhance consumer education, and sustain interest throughout the summer season.
Consumers can expect a consistent brand experience whether they encounter the product in-store or online. The flavor profile and brand storytelling are designed to be portable across contexts, ensuring that the product remains recognizable and appealing regardless of the channel. By delivering a uniform message and high-quality product experience, Ichitan aims to cultivate positive word-of-mouth and strong brand affinity that translates into repeat purchases and long-term loyalty. The company recognizes that maintaining supply chain integrity, retail collaboration, and customer satisfaction are essential components of a successful campaign, particularly during peak selling periods. Through a comprehensive approach to availability, distribution, and channel optimization, Ichitan seeks to maximize the summer campaign’s impact on sales performance while reinforcing its leadership position within Thailand’s RTD tea market.
Leadership Vision, Revenue Targets, and Strategic Outlook
The summer campaign is framed within Ichitan’s broader strategic ambition to achieve a revenue target of 9.5 billion baht for 2025. This aspirational objective reflects the company’s confidence in its product innovation, brand partnerships, and market leadership in the RTD tea category. The leadership team emphasizes that the campaign is an essential driver of this plan, designed to generate elevated demand, expand market share, and strengthen brand equity across the country. The senior leadership’s perspective is that a strong summer launch can create a durable growth trajectory that extends beyond the immediate season, contributing to sustainable performance in the ensuing quarters. The 9.5 billion baht target is presented as an ambitious but attainable milestone that relies on a combination of effective product marketing, disciplined execution, and continued investment in brand-building initiatives.
Tan Passakornnatee, the Chief Executive Officer of Ichitan Group PCL, has publicly framed the summer initiative as a strategic move to capitalize on peak-season dynamics. In describing the campaign, he highlighted the seasonal strength of the summer period and positioned Ichitan Green Tea with Chrysanthemum and Honey as the company’s flagship offering designed to set new sales records. He stressed that the collaboration with Ling-Orm has been designed to ignite a nationwide phenomenon, with the broader aim of driving the company toward its revenue goal for 2025. The CEO’s remarks emphasize a belief in the power of celebrity partnerships, flavor innovation, and an integrated media strategy to elevate the brand’s performance during the summer window and beyond. His statements reflect a vision of rapid growth anchored in both product excellence and brand storytelling, with the Ling-Orm collaboration acting as a catalyst for broader market impact.
The leadership narrative also underscores the importance of summer as a critical period for testing new flavors and marketing approaches. By launching a flagship product during a season associated with high consumption, the company aims to demonstrate the scalability of its product development and go-to-market capabilities. The campaign is designed to function as a proof point for Ichitan’s strategic approach, illustrating how a combination of flavor differentiation, celebrity endorsement, and multi-channel activation can drive significant demand and strengthen the brand’s competitive position. The plan accounts for potential fluctuations in market conditions, with adaptive strategies that can respond to changing consumer sentiment, competitive dynamics, and distribution performance. In this context, the leadership’s emphasis on a bold revenue target reinforces the company’s commitment to aggressive growth while balancing risk through careful monitoring of market responses and campaign performance.
The leadership team recognizes that achieving the 9.5 billion baht target will require disciplined execution across multiple dimensions, including product innovation, marketing effectiveness, and supply chain reliability. They acknowledge that sustained growth depends on the ability to maintain high consumer interest in Ichitan’s summer launch while preserving the quality and consistency that have defined the brand over time. This involves maintaining alignment between shopper messaging, sensory experience, and brand identity—ensuring that customers perceive the product as both desirable and trustworthy. The strategy also includes ongoing evaluation of the Ling-Orm collaboration’s impact on brand perception, considering both immediate sales effects and longer-term shifts in loyalty and advocacy. As with any ambitious plan, the leadership team remains prepared to adjust tactics in response to market feedback, ensuring that Ichitan remains agile and responsive to evolving consumer needs. The overarching outlook remains positive, with confidence that a compelling flavor, a high-profile partnership, and an integrated marketing approach can collectively propel Ichitan toward its revenue objective and reinforce its status as a leading player in Thailand’s RTD tea landscape.
The summer campaign is presented as a strategic investment in long-term growth, not merely a seasonal push. While the immediate objective is to maximize summer performance, the broader expectation is that the initiative will contribute to heightened brand awareness, increased trial rates, and stronger consumer loyalty that endure well beyond the season. The Ling-Orm collaboration is expected to become a foundational element of Ichitan’s marketing playbook, offering a template for future partnerships that combine taste innovation with culturally resonant storytelling. The leadership team envisions a scenario where the campaign’s success generates positive spillovers for the entire Ichitan portfolio, enhancing cross-sell opportunities and broadening the brand’s reach to new consumer segments. By executing a well-coordinated, data-driven plan that blends creative assets, celebrity influence, and multi-channel distribution, Ichitan aims to create a durable, positive cycle that supports ongoing growth and reinforces its leadership in Thailand’s vibrant RTD tea market.
Market analysts and stakeholders will be watching closely to assess the campaign’s actual impact on brand equity, consumer sentiment, and sales performance. The assessment will consider not only the topline revenue figure but also factors such as distribution breadth, shelf turnover, and the efficiency of promotional spend. The expectation is that a successful summer campaign will translate into measurable gains across key performance indicators, including brand consideration, purchase intent, and repeat purchase behavior. In time, the campaign’s long-term influence on Ichitan’s competitive positioning will become clearer, with potential implications for future product launches and partnerships. Whatever the final outcome, the strategy behind the summer initiative reflects a deliberate, forward-looking approach that seeks to combine flavor innovation, celebrity appeal, and cross-channel marketing to drive meaningful growth in a dynamic market.
Conclusion
In summary, Ichitan Group PCL has unveiled a comprehensive summer campaign built around Ichitan Green Tea with Chrysanthemum and Honey, leveraging Ling-Orm’s star power to stimulate nationwide engagement and sales. The initiative is framed within a broader market context characterized by robust growth in Thailand’s ready-to-drink tea segment and a substantial, 13.3 percent rise in the non-alcoholic beverage sector, with the market now valued at 18.577 billion baht. The company’s leadership emphasizes the summer period as a strategic peak, using it to launch a flagship product and to pursue a bold revenue target of 9.5 billion baht for 2025. The campaign’s multi-layered approach incorporates a star-driven narrative, a digital and outdoor activation plan, and a consumer engagement strategy designed to convert attention into trial and loyalty. The Ling-Orm collaboration is central to the campaign’s messaging, anchoring brand sentiment and broadening its appeal across diverse consumer groups, while the product’s floral-honey flavor profile speaks to contemporary taste trends within the RTD tea market.
The activation plan combines billboard visibility, social media engagement, and user-generated content to create a dynamic, immersive summer experience. Fans are invited to participate in content creation that celebrates the Ling-Orm duo and Ichitan’s new flavor, reinforcing the campaign’s messaging and expanding its reach beyond paid media. Distribution and availability are structured to maximize accessibility across multiple channels, with a 500ml bottle format designed for convenient consumption and broad appeal. While pricing and retailer details are not the focus of this narrative, the emphasis remains on delivering a consistent product experience and reliable supply to support elevated demand during the peak season. Ichitan’s strategic blend of flavor innovation, celebrity-themed storytelling, and multi-channel execution is positioned to drive not only immediate sales but also longer-term brand equity, contributing to the company’s ambitious revenue goals for 2025.
Ultimately, the summer campaign reflects Ichitan’s broader ambition to lead in Thailand’s RTD tea market through a combination of product excellence, strategic partnerships, and a robust media mix. The Ling-Orm collaboration provides a compelling emotional hook, while the Chrysanthemum and Honey flavor offers a refreshing, approachable option for a wide audience. By capitalizing on summer’s peak consumption and maintaining a coherent, multi-channel activation framework, Ichitan aims to create a memorable consumer experience that translates into sustained growth, stronger market position, and progress toward the 2025 revenue target. The initiative serves as a proof point for the company’s strategy to blend cultural relevance, flavor innovation, and disciplined execution in pursuit of long-term leadership in Thailand’s vibrant beverage landscape.
