Sappe Launches 'Wanna Skip? You Gotta Chew' Campaign for Mogu Mogu

Sappe Public Company Limited (SAPPE), a leading Thai beverage innovator and creator of the global “Snack Drink” category, has launched its latest global campaign for “Mogu Mogu” under the concept “Wanna Skip? You Gotta Chew.” The campaign targets Generation Z worldwide, inviting them to tackle life’s unskippable moments by drinking and chewing “Mogu Mogu,” a fruit juice with nata de coco beverage. This transforms everyday challenges into enjoyable experiences, reinforcing the brand’s position as a fun, snackable drink. The campaign builds on insights that Gen Z, raised in a digital world where they can easily skip unwanted content, cannot skip real-life situations. “Mogu Mogu” offers a playful sensory experience as a solution.

Ms. Piyajit Ruckariyapong, CEO of Sappe, emphasized that Gen Z values experiences, fun, and authenticity, and the campaign reflects deep understanding of their behavior. “Mogu Mogu” is not just a beverage but an experience that helps consumers navigate everyday moments naturally. The brand has achieved market leadership in countries like the Philippines, South Korea, and the UK (based on NIQ data), and the campaign uses a 360-degree strategy across online and offline channels, including social media engagement, influencer collaborations, sampling, and immersive brand experiences in key markets.

“Mogu Mogu” is a pioneer of the “Snack Drink” category, being the world’s first fruit juice beverage with nata de coco. Now available in over 100 countries, it continues to win hearts with its wide variety of flavors and chewy texture. The campaign aims to elevate “Mogu Mogu” beyond refreshment into a moment of tangible fun. For more information, visit www.mogumogu.com. SAPPE also produces other brands like Sappe Aloe Vera and Sappe Beauti, and is listed on the Stock Exchange of Thailand under the symbol SAPPE.