The brand-new drink, Thums Up 'Charged', from the globally known Thums Up brand of caffeine supplement drinks, was officially launched on June 15 by the Coca Cola
Company. To celebrate the launch, Thums Up will organise a series of innovative activities for the dynamic, vibrant, and ambitious young generation of Vietnam.
With a logo inspired by the thumbs-up symbol and a 'go for it' attitude, Thums Up wants to encourage Gen Z to confidently pursue their passions and live their lives to the fullest.
Consequently, Thums Up has announced Streamer and YouTuber Do Mixi as a brand ambassador. Do Mixi is one of the top streamers to hit the Vietnamese gaming community with tens of millions of followers on social networking platforms.
Through this partnership between Thums Up 'Charged'and Do Mixi, the two sides aim to give a 'thumbs up' to Gen Z – a generation that loves to explore, lead new consumption trends, and to confidently express themselves while following their passions.
Do Mixi, speaking about his new role as brand ambassador, said that he found a common trait between himself and the Thums Up 'Charged'brand with its 'go for it' attitude.
“Ever since I started my current career, there have been many times when everything was not going so smoothly and there were several challenging moments. But I believe one must understand how to turn passion into motivation. I hope you are always ready to 'go for it' in your own journeys. With that same spirit, I believe Thums Up 'Charged' will become a companion whenever you need a push to invigorate yourself and continue to pursue your passion,” Mixi said.
Thums Up is a global brand from Coca-Cola. Its has been helping consumers rehydrate, refresh, and recharge quickly for more than 45 years.
According to Statista, the energy and sports drinks segment in Vietnam will reach $3.62 billion by the end of 2023 and maintain an impressive annual compound annual growth rate of 7.97 per cent through 2027.
Changes in preferences, tastes and lifestyles are driving consumer demand for new products.
Understanding this demand, Thums Up 'Charged' was born, featuring vitamin B3, caffeine and zinc to meet the consumer’s need for 'invigorating and stimulating' refreshment.
Thums Up 'Charged' is now conveniently available at retail outlets in the northern Vietnam market, featuring the brand’s two delicious flavours of Kiwi and Berry.
Coca-Cola Vietnam’s manufacturing facilities in Ho Chi Minh, Danang, and Hanoi employ around 2,000 people, while creating an additional six to eight times that in indirect jobs throughout the company’s value chain.
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