"Oishi Green Tea" advances its Digital Marketing strategy to enhance consumer experience by launching the campaign "Feel Good Every TEA on the Oishi Club App," inviting customers to drink, scan, and collect points, while introducing the cat mascot "Oishineko" as a symbol of positive feelings leading the loyalty-building effort.
“Oishi Green Tea” unveiled the major year-end campaign “Feel Good Every TEA on the Oishi Club App,” transforming the "Oishi Club" application into a platform offering fun and value to deliver positive feelings to consumers. The launch also introduced the new brand icon “Oishineko,” teaming up with four popular presenters—Jame Nine, Fourth, Sky, and Nani—to convey the campaign’s energy through both online and offline channels.
Mr. Suporn Denpaisan, Senior Director and Chief Executive of Non-Alcoholic Beverage Business, Thai Beverage Public Company Limited, said Oishi Green Tea is aggressively leading the green tea market by upgrading its image and emotional communication to deepen consumer relationships. In the third quarter, it launched the campaign "Oishi Green Tea Feel Good Every Tea" to highlight the benefits of green tea containing theanine, promoting relaxation with the concept "Drink Oishi Green Tea, Feel Good Every Tea." The campaign included a complete packaging redesign to appear modern and appeal to younger lifestyles while retaining the distinct Japanese green tea identity. Package sizes were also adjusted to offer better value at the same price, receiving excellent consumer response.
To reaffirm its position as the number one green tea brand, Oishi Green Tea further strengthens ties with fans following the recent campaign’s success by launching a Digital Marketing strategy through the major campaign "Feel Good Every TEA on the Oishi Club App" alongside the new version of the "Oishi Club" application. This initiative follows four key strategies: the "Oishi Club" app reborn as an Intelligent Loyalty Engine powered by Data and AI, delivering one-on-one personalization that better understands each consumer; "Oishineko," an AI brand icon acting as a personal assistant learning users’ preferences and lifestyles through conversations to foster closer brand-consumer interactions; daily consumer engagement with customized rewards and exclusive privileges; and seamless shopping for Oishi products via Sermsuk Click Store across multiple e-commerce platforms with convenient and fast home delivery.
A highlight is “Oishineko,” the cute cat designed to come alive in the app through the AI chatbot ‘Cat GPT,’ enabling real-time conversations and learning user preferences and interests. It also features two charming "Oishineko" games—back-scratching and head-petting games—to boost fun, bonding, and a positive brand experience.
Additionally, four popular presenters—Jame Nine, Fourth, Sky, and Nani—appeared to enthusiastic crowds at One Bangkok, acting as hosts to guide fans through special rooms within the Oishi Club app before competing in the "Oishi Neko Cat Stair... Meowww" game. The event venue was transformed to resemble a Japanese cat village, featuring premium "Oishineko" giveaways in various zones such as the Oishineko Condo Room, Cat Shrine, and Miniature Cat House, offering photo opportunities and games throughout. A giant Oishineko and exclusive photo sessions with the four presenters were also available, with chances to win 20 special prizes.
The “Oishi Club” continues to bring daily happiness to consumers through the campaign ‘Feel Good Every TEA on the Oishi Club App,’ offering numerous exclusive rewards and benefits tailored to all lifestyles, including point redemptions and prize draws totaling more than 10 million baht throughout the year. More details can be found on Facebook:OishiDrinkStation