July 24, 2025…TCP Group, the manufacturer and distributor of Kratingdaeng (Red Bull), Ready, Som Plus, Sponsor, Mansome, Hi!, Puriku, Sunsnack, and Warrior, has reaffirmed its role as a purposeful brand committed to energizing exhausting days into better ones with its latest campaign, “Your Energy…Takes You Beyond What You Think”
The campaign spotlights the true stories of three individuals who faced challenging moments of exhaustion with courage, transforming not only their own lives but also inspiring those around them. With a comprehensive Integrated Marketing Communications (IMC) strategy, the campaign aims to spread positive energy across all channels and effect positive change for consumers and society, reflecting TCP Group’s purpose of “Energizing a Better World for All,” through its products like Kratingdaeng, Red Bull Soda, and Sponsor which offers emotional strength in addition to physical energy.
In today’s world, where fatigue, uncertainty, and mounting pressures drain both body and mind, the demand for energy and refreshment is greater than ever. Beverages have become a vital part of daily life, helping people recharge and keep going. Recognizing that a modern brand must connect with people’s hearts in addition to energizing the body, the “Your Energy…Takes You Beyond What You Think” campaign is designed to deliver both “physical energy” as well as “emotional strength”. Blending authentic storytelling with real-life role models and TCP Group’s diverse product portfolio, the campaign will inspire and empower people to move forward with confidence.
Arjaree Suwangool, Corporate Affairs & Communications Department Director of TCP Group, said,
“We understand that the journey towards hope or dreams is not easy. It’s often filled with exhaustion, self-doubt, and moments when one feels completely drained. But TCP Group believes that everyone has ‘more energy within themselves than they think.’ We firmly believe that when you have that energy whether it comes from physical energy or emotional strength you can overcome obstacles and create something truly remarkable. More importantly, your energy might inspire many others to rise to the challenge as well. The ‘Your Energy…Takes You Beyond What You Think’ campaign is not just storytelling to build our brand; it reinforces our positioning as a purpose-driven corporation. We believe in the power of people to move society forward, together.”
The New Thematic Campaign
Real Energy from Real People Igniting Real Inspiration
The “Your Energy…Takes You Beyond What You Think” campaign brings authentic stories to life through vertical content designed for digital platforms like TikTok, Instagram, Facebook, and YouTube Shorts, perfectly aligning with today’s mobile viewing trends. One particularly moving scene features a low-battery icon— a universal signal of depletion—that powerfully conveys exhaustion without the need for words. It is gradually recharged by the emotional strength drawn from the true stories of three individuals, whose emotional strength not only helped them overcome their own challenges but also sparked inspiration in others to keep going.
-Geng-Jakkarin Petchworapol, a professional skateboarder and former member of Thailand’s national team with over two decades of experience, defied doubts and exceeded all limits, becoming a source of motivation for both new and seasoned skateboarders to dream big.
-Big– Nattawut Innum, one of Thailand’s leading long-distance runners and a proud half marathon record holder, proved that with discipline and perseverance, every race becomes just a training ground—and every step forward is a message of resilience to help others reach their own finish lines.
-Aof–Surapol Thongduang, a rising star in Mor Lam, a traditional Isan folk music, and Thailand’s first-ever Mor Lam Idol champion, has overcome every obstacle, fueled by his dreams and the support of his family. With millions of views, he is inspiring a new generation of dreamers to boldly follow their own path.
Amplifying Positive Emotional Strength Through a Purposeful Brand
and a Comprehensive IMC Strategy
The “Your Energy…Takes You Beyond What You Think” campaign reflects TCP Group’s belief in the power of a purposeful brand to create meaningful social impact. Leveraging an Integrated Marketing Communications (IMC) strategy across digital platforms, the campaign invites consumers to share their personal stories and uplifting messages on social media encouraging active participation and spreading inspiration. Participants will have the chance to win special prizes such as skateboarding lessons, tickets to a TCP Group running event, and many other rewards. Each activity is designed to foster engagement and build a closer connection with the brand—extending positive energy well beyond the advertisement into the wider community.
“Recharge & Rehydrate”
A Strategy to Energize Every Aspect of Life
Under the “Your Energy…Takes You Beyond What You Think” campaign, TCP Group is reinforcing its “Recharge & Rehydrate” strategy aimed at energizing consumers to live actively throughout the day. “Recharge” focuses on replenishing physical energy to meet challenges head-on through products like Kratingdaeng and Red Bull Soda, while “Rehydrate” delivers refreshment after activities with Sponsor. Combined with the latest campaign, this approach creates balanced energy, both internally and externally, perfectly reflecting TCP Group’s purpose of “Energizing a Better World for All.”
TCP Group firmly believes that “energy” has the power to turn aspirations into reality. This campaign is more than just a thematic campaign—it is an invitation for everyone to reconnect with the energy within and transform everyday moments into better days. Discover your own kind of “energy” through our new campaign, now streaming on Facebook: TCP Group TikTok: @tcpgroupth, and YouTube: TCPGroup Thailand. Join the conversation and participate in engaging activities through the “Your Energy…Takes You Beyond What You Think” campaign, available across all of TCP Group’s social media channels Facebook, Instagram, TikTok and YouTube.
