Sappe Public Company Limited, the Thai beverage innovator behind the global brand Mogu Mogu, has launched a worldwide campaign titled “Wanna Skip? You Gotta Chew.” The initiative targets Generation Z consumers, positioning the chewy fruit juice and nata de coco drink as a tangible way to cope with life’s unavoidable moments. The campaign leverages the insight that while digital natives can easily skip online content, they cannot skip real-life situations, and Mogu Mogu offers a playful, sensory experience to transform those moments into enjoyable ones.
Mogu Mogu, which pioneered the “Snack Drink” category as the world’s first fruit juice beverage with nata de coco, is already a market leader in several countries including the Philippines, South Korea, and the United Kingdom, according to NIQ data. The brand’s signature “Tangible Fun” experience combines refreshing fruit flavors with chewy coconut jelly, a texture associated with relaxation. The campaign builds on this by inviting consumers to “chew” their way through unskippable moments, turning everyday challenges into manageable experiences.
Ms. Piyajit Ruckariyapong, Chief Executive Officer of Sappe, stated, “Generation Z is a powerful force shaping global trends. They value experiences, fun, and authenticity. The ‘Wanna Skip? You Gotta Chew’ campaign reflects our deep understanding of their behavior. Mogu Mogu is not just a beverage; it is an experience that helps consumers navigate everyday moments in a fun and natural way.” The campaign employs a 360-degree strategy spanning digital social media engagement, influencer collaborations, and on-ground activations in key markets such as the Philippines, South Korea, and the United Kingdom.
Mogu Mogu is available in over 100 countries and continues to innovate within the snack drink category. The brand’s global presence and distinctive chewy texture have contributed to its rapid growth. For more information, visit the official website at www.mogumogu.com or follow Mogu Mogu on Instagram at @mogumogu_global.
Sappe PCL, listed on the Stock Exchange of Thailand under the symbol SAPPE, is a leading beverage innovator focused on fruit juice and functional health drinks. The company’s portfolio includes Mogu Mogu, Sappe Aloe Vera, and Sappe Beauti. More about the company can be found at www.sappe.com.
