Carabao Daeng

For other uses, see Carabao (disambiguation).
Carabao Daeng
Type Energy drinks
Country of origin Thailand
Introduced 2002
Website www.carabao.co.th

Carabao Daeng (meaning "red buffalo") is a Thai energy drink launched in 2002 by Carabao Tawandang Co Ltd. It is now Thailand's second most popular energy drink. It is the key brand of Osotspa in Thailand, with an estimated 21% market share in 2014,[1] half that of the best-selling drink, M-150 from Osotspa, but triple that of Krating Daeng, the basis of the creation of Red Bull.

The launch was accompanied by a high profile TV advertising campaign featuring the company founder, rock star Yuenyong Opakul, also known as Aed Carabao.[2] This campaign was investigated by the Office of the Consumer Protection Board for being too violent.[3] but went on to win a gold and a silver medal at Media & Marketing magazine's Asian Brand Marketing Effectiveness Awards in 2003.[4]

The drink was introduced to the United States and Europe under the brand name Carabao leading to an increase in record sales of the Thai band throughout the western coast of America in 2004,[5] and exports to China and India started in 2007.[6]

In June 2015, Carabao Daeng became the main sponsors of English Football League Championship side Reading F.C.[7] Renewing their contract as Reading's primary sponsor in June 2016 until the summer of 2019.[8] Additionally, Carabao Daeng became the primary training kit sponsors of English Premier League club Chelsea F.C. from summer 2016.

In November 2016, Carabao Daeng have announced a three-year deal to become the official title sponsor of the EFL Cup, known as the Carabao Cup in 2017–18 until 2019–2020 season.[9]

References

  1. ↑ "Carabao aims to energise Thai IPO market". FinanceAsia. 2014-11-04. Retrieved 2015-06-27.
  2. ↑ "Red Bull now chasing country music fans". The Nation. 2002-10-31. Retrieved 2008-04-28.
  3. ↑ "STAMINA DRINKS: Govt sees red over ads". The Nation. 2002-11-20. Retrieved 2008-04-28.
  4. ↑ "Gold award for Carabao Daeng". The Nation. 2003-09-30. Retrieved 2008-04-28.
  5. ↑ Amnatcharoenrit, Bamrung (2004-06-22). "Carabao Dang Firm Takes Aim at U.S., European Beverage Markets.". Bangkok Post. Retrieved 2008-04-28.
  6. ↑ "Carabao plans expansion in both China and India.". Knight-Ridder Tribune Business News. 2007-06-01. Retrieved 2008-04-28.
  7. ↑ "Royals welcome new sponsor, Carabao". http://www.readingfc.co.uk/. Reading F.C. 23 June 2015. Retrieved 23 June 2015. External link in |website= (help)
  8. ↑ "Reading FC sign Carabao as Principal Partner until 2019". readingfc.co.uk. Reading FC. 17 June 2016. Retrieved 17 June 2016.
  9. ↑ "Carabao 'bring it on' and become new sponsor of EFL Cup". efl.com. English Football League. 4 November 2016. Retrieved 4 November 2016.


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