The Finnish company Just Drink It Co., Ltd which has created the Angry Birds Fruit Juices brand launched in Thailand, has signed up the Finnish Formula 1 Champion, Mika Hakkinen, to promote the drink.
Mr. Jyrki Komulainen, CEO of Just Drink It Co. Ltd. in Thailand, explains why signing up Formula 1 Champion Mika Hakkinen is the right move.
“Because our Angry Birds fruit juices are a healthy option to other drinks we thought a sports superstar would be the perfect fit,” said Mr. Komulainen.
“And Mr. Hakkinen has a huge following worldwide,” Mr. Komulainen said.
Mika Hakkinen was in Thailand to sign the agreement and participate in the event announcing him as as promotional partner for the drink.
“This is a great opportunity for me to get involved with a fresh, new product in this exciting market,” he said.
Mika Hakkinen is a Finnish former racing driver and two-time Formula One World Champion. After retiring from Formula One, Hakkinen drove in the DTM series, in which he won three races with Mercedes before announcing his retirement from competitive motorsports in 2007.
The Angry Birds Fruit Juices are produced in three flavors in cooperation with Malee and and distributed by Durbell. It has been sold exclusively through 7-Eleven stores nationwide since July. According to the company, sales have exceeded all expectations, with 1.4 million cans being sold monthly since the launch.
The three three colours follow Angry birds colours: The most famous Angry Birds character is ‘Red’, the juice represented by ‘Chuck’ is orange, and the strawberry flavored juice is represented by ‘Stella’.
Just Drink It Co., Ltd. is also in the process of launching a new Mango flavor based on the character ‘Boomerang Bird’ or ‘Hal’.
Just Drink It Co. Ltd. expects to sell around 10 million units in the remainder of 2013 through its partnership with 7-Eleven as well as other outlets nationwide.
Mr. Mika Hakkinen was in Thailand to sign the agreement and participate in the event announcing him as as promotional partner for the drink.
RFM Corp. already markets a Sunkist fruit drink in Tetra Paks using the Angry Birds theme here in the Philippines with Rovio’s approval.