- Birdy 3in1 taps into active-lifestyle trends by kicking off a high-energy aerobic campaign to create engaging brand experiences for lifestyle-conscious consumers.
- The roadshow spans four key regions across Thailand to drive direct consumer engagement.
“Birdy,” Thailand’s leading coffee brand under Ajinomoto Co., (Thailand) Ltd., has teamed up with Mark Prin Suparat, Birdy 3in1’s presenter, to invite the new generation and exercise enthusiasts to embrace a healthy lifestyle by adding more fun to their workout routines. The partnership kicked off the “Bold in Every Beat, Fun in Every Move” campaign, transforming Benchasiri Park into a lively Halloween-themed aerobics venue filled with music, fun dance moves, and festive energy. The campaign will continue with activations across Bangkok and its surrounding areas, the Central region, the Northeast, and the North from October onward.
Strengthening Marketing Strategy by Connecting the Brand with Consumer Lifestyles
According to the Nielsen Retail Index, in the first half of 2026, Thailand’s 3-in-1 instant coffee market was valued at THB 8.23 billion. Meanwhile, Birdy is the leading coffee brand and continues to perform well in the convenience store (CVS) channel. To further strengthen the brand and engage its target consumers, particularly Gen Y, who account for 58% of its target audience, Birdy 3in1 focuses on marketing activities that reflect modern consumers’ lifestyles and interests. This approach aligns with Wisesight’s Health & Wellness 2026 survey, which reveals a shift in Thai behavior from “treatment” to “prevention,” with health increasingly viewed as a long-term investment and Gen Y prioritizing a balance between health and everyday life. Building on this trend, Birdy 3in1 connects the brand with active lifestyles through fun exercise activities that bring consumers together, creating happiness and memorable moments in their own way.
Ms. Kanitrat Atichardsrisakul, Coffee and Beverage Department Manager of Ajinomoto Co., (Thailand) Ltd., said, “Guided by Ajinomoto’s ‘Eat Well, Live Well’ philosophy, and in line with today’s growing health and wellness trend, where consumers view health as a key to longevity, we want to be part of consumers’ health journeys in their daily lives under the concept ‘Good Moments, Your Way.’ As consumers increasingly head to public parks and open spaces for outdoor runs and group aerobic workouts, this campaign was created to naturally integrate Birdy 3in1 Robusta, which delivers a rich aroma, bold taste, and well-rounded flavor—into their daily exercise routines. Featuring our presenter, Mark Prin, leading the aerobic activity, the campaign encourages consumers to enjoy exercise and spend quality time together in a friendly, welcoming atmosphere.”
Four Exciting Activity Zones to Make Active Living More Fun
The “Birdy 3in1: Bold in Every Beat, Fun in Every Move” event featured four interactive zones: the Birdy DIY Bar & Sampling Station, where participants could sample and enjoy Birdy 3in1 Robusta both as a delicious cup of coffee and in a special Robusta whipped-cream creation, along with Halloween-themed cookies crafted exclusively for the event; the Power Punch Meter, a game challenging participants to test their punching power; Glow & Creative Face Painting, where guests could express their creativity through festive face art; and the Main Stage & Aerobic Highlight, featuring an energetic aerobics session and a Halloween costume contest. Winners received gift vouchers from The Mall, with the first-place winner taking home a voucher worth THB 7,000, along with Birdy gift sets.
The “Bold in Every Beat, Fun in Every Move” campaign will continue with activities across Bangkok and its surrounding areas, the Central region, the Northeast, and the North from late October onward, expanding consumer engagement through experiences that bring together physical activity, entertainment, and product sampling.
For more information and updates on upcoming activities under the “Bold in Every Beat, Fun in Every Move” campaign, please visit Birdy World on Facebook (https://www.facebook.com/BirdyWorld) and LINE @BirdyWorld.
Key Words: Birdy 3in1 / Mark Prin / Eat Well, Live Well / Aerobic Event / Ajinomoto / Active Lifestyle / Halloween Activities / Benchasiri Park / Instant Coffee
