The Challenge – Goal:
Suntory PepsiCo Beverage (Thailand) Co., Ltd., established in 2018 as a joint venture between Suntory Beverage & Food Ltd. of Japan and PepsiCo Inc. of the United States, sought to celebrate its 5th anniversary in 2023. The company’s ambitious goal was to be recognised as “The Most Beloved Beverage Company in Thailand” while simultaneously reinforcing its leadership in Environmental, Social, and Governance (ESG) practices.
Suntory PepsiCo faced the following key challenges:
- Sustainability Leadership: With rising consumer expectations around sustainability and health, the company needed to communicate its progress in reducing environmental impact and promoting responsible consumption.
- Expanding Market Share: As the health-conscious segment grew, Suntory PepsiCo aimed to enhance its position in this sector by introducing more low- and no-sugar products while maintaining its leadership in existing categories.
- Corporate Social Responsibility (CSR): The company needed to showcase its ongoing commitment to supporting local communities and contributing to societal well-being.
- Employee Engagement: Suntory PepsiCo sought to reinforce its internal culture by positioning itself as a top employer dedicated to diversity, equity, and inclusion.
The goal was not just to celebrate past successes, but to establish Suntory PepsiCo Thailand as an ESG leader, aligning its long-term vision with sustainable growth and community impact.
Approach – How Vivaldi PR Accomplished This:
Vivaldi PR designed a multi-faceted communication strategy that integrated traditional media, digital engagement, and thought leadership to highlight Suntory PepsiCo’s achievements in ESG. The campaign focused on reinforcing the company’s commitment to sustainability, social responsibility, and good governance.
- Strategic Brand Messaging and Positioning in the ESG Sector: Vivaldi PR worked closely with Suntory PepsiCo’s leadership to craft a narrative that emphasised its ESG commitments through five key pillars:
- Environmental Stewardship: Focused on sustainability initiatives such as water conservation and sustainable packaging. Suntory PepsiCo’s goal was to minimise its environmental footprint and lead the beverage industry in responsible practices.
- Product Innovation for Health and Wellness: Emphasised the company’s expansion into healthier product lines, including low- and no-sugar options. This was positioned as a cornerstone of Suntory PepsiCo’s strategy to address shifting consumer preferences.
- Sustainability Leadership: Vivaldi PR underscored Suntory PepsiCo’s leadership in sustainable packaging and carbon footprint reduction. For example, the company’s adoption of 100% recyclable packaging and its water conservation efforts through the Mizuiku Youth Water Education Programme were highlighted.
- Social Contributions: Positioned Suntory PepsiCo’s CSR activities, such as the “Helping Hands” project and disaster relief initiatives, as core to its ESG identity. These programmes were aimed at making tangible contributions to the local community.
- Employee-Centric Culture: Showcased Suntory PepsiCo’s commitment to fostering a diverse, inclusive, and growth-oriented workplace through award-winning employee engagement initiatives.
- Media Relations and Thought Leadership: Vivaldi PR positioned Suntory PepsiCo’s leadership team, particularly CEO Ashish Joshi, as thought leaders in ESG. This was achieved through:
- CEO Profiling: The CEO was profiled in top business and sustainability publications, where he shared the company’s ESG strategy, including water conservation and carbon reduction goals.
- Press Releases and Media Briefings: A series of press releases and media briefings were issued, detailing Suntory PepsiCo’s ESG milestones, such as its achievement in reducing water usage to 1.4 litres per litre of beverage produced and its initiatives to adopt lightweight PET bottles.
- ESG-Centric Event Management: To celebrate the company’s 5th anniversary, Vivaldi PR organised a high-profile event that spotlighted Suntory PepsiCo’s sustainability achievements:
- Theme Development: The event theme, “Growing for Good,” was designed to reflect Suntory PepsiCo’s ESG-driven vision. The venue featured interactive displays of the company’s sustainable products, environmental efforts, and CSR initiatives.
- Media and Influencer Engagement: Vivaldi PR engaged top media representatives and sustainability influencers to attend, ensuring that Suntory PepsiCo’s ESG story was shared widely across multiple channels.
- Keynote Presentations: Suntory PepsiCo’s senior leadership presented the company’s ESG roadmap and highlighted its ongoing commitment to sustainable growth and community engagement.
- Digital Campaigns and Social Media Engagement: A targeted digital campaign was launched to amplify Suntory PepsiCo’s ESG story:
- Content Creation: Vivaldi PR developed engaging digital content, including infographics, videos, and behind-the-scenes footage of the company’s sustainability projects. This content was shared across social media platforms and integrated into the broader digital campaign.
- Hashtag Strategy: The dedicated hashtag #GrowingForGood was used to promote Suntory PepsiCo’s ESG initiatives, creating buzz around its environmental and social contributions.
- Influencer Collaborations: Collaborated with influencers in the sustainability, health, and wellness sectors to showcase Suntory PepsiCo’s low-sugar and eco-friendly products, making the campaign more relatable to a younger, environmentally-conscious audience.
- Sustainability and CSR Communication: Vivaldi PR amplified Suntory PepsiCo’s sustainability efforts by focusing on its most impactful initiatives:
- Water Conservation: The ‘Mizuiku: Youth Water Education’ programme, which educated over 14,500 students since 2019, was prominently featured as a flagship project that embodies Suntory PepsiCo’s environmental stewardship.
- Sustainable Packaging: Suntory PepsiCo’s switch to 100% recyclable materials and its “Bottle-to-Bottle” initiative were promoted through digital content, interviews, and press releases.
- Greenhouse Gas Reduction: The campaign highlighted Suntory PepsiCo’s commitment to reducing its greenhouse gas emissions by 9% through the adoption of solar power and energy-efficient production methods.
- Employee-Driven CSR: Suntory PepsiCo’s “Helping Hands” project, which engaged employees in volunteer activities such as disaster relief and community support, was featured as an example of how the company empowers its employees to contribute to societal well-being.
Results:
Vivaldi PR’s campaign successfully positioned Suntory PepsiCo Thailand as a leader in ESG, delivering the following outcomes:
- Enhanced ESG Leadership:
- Water Management Excellence: Suntory PepsiCo’s water management practices positioned it as a leader in water sustainability in Thailand, setting benchmarks for the industry.
- Sustainability Recognition: The company’s commitment to using 100% recyclable packaging and its water conservation efforts were widely recognised in both business and sustainability media, establishing its role as a responsible corporate citizen.
- Strengthened Market Position:
- Suntory PepsiCo experienced impressive growth in the health-conscious beverage segment, particularly with Pepsi No Sugar, which grew by 19%, and ready-to-drink TEA+ and BOSS Coffee, which achieved a combined 23% growth rate.
- Positive Community Impact:
- The Mizuiku programme and Helping Hands project were cited as impactful contributions, enhancing Suntory PepsiCo’s reputation as a brand that prioritises social responsibility.
- Employee Engagement:
- Suntory PepsiCo’s receipt of the “Kincentric Thailand Best Employer Award 2022” validated its efforts to create an employee-first environment focused on growth and inclusion.
Conclusion:
Through a comprehensive ESG-focused strategy, Vivaldi PR with successfully helped to elevate Suntory PepsiCo Thailand’s brand reputation as a leader in sustainability and responsible corporate practices via an outstanding rollout of its earned and paid influencer PR initiatives. By highlighting the company’s environmental initiatives, social contributions, and employee engagement, Vivaldi PR not only celebrated Suntory PepsiCo’s achievements but also reinforced its commitment to “Growing for Good” as it navigates future growth in Thailand’s beverage market.
