M-150 Sparkling Fuels a New Generation with Explosive Double Sales Growth

Osotspa Public Company Limited, Thailand’s leading producer and distributor of energy drinks, announced that its carbonated caffeinated beverage M-150 Sparkling has received an overwhelming response, achieving record-breaking sales growth of over two times. By reshaping the traditional image of energy drinks in bottle form, M-150 Sparkling has redefined the category while reinforcing the success of its Idol Marketing strategy. This was highlighted by appointing popular YouTubers “P’Jong” and “Callan” as brand presenters, leveraging their vibrant personalities to engage Gen Z and Millennials, and creating a passionate fan base known as the "MISO-sa" community. The company plans to further boost marketing activities, targeting a 30% sales growth for M-150 Sparkling by the end of 2025.

Ms. Nantana Khaopluem, Chief Domestic Beverage Officer of Osotspa Public Company Limited, stated, “M-150 Sparkling is one of our latest flagship products, designed to energize the market and meet the evolving needs of today’s consumers. The drink has gained massive popularity and achieved record-breaking sales. It is also a game-changer in Thailand’s energy drink market, positioning M-150 Sparkling as a trendsetter and the go-to vibrant energy drink among Gen Z and Millennials who seek diverse ways to fuel their energy needs.”

In 2024, M-150 Sparkling executed its marketing strategy through Idol Marketing by partnering with renowned travel YouTubers “P’Jong” and “Callan,” who coined the nickname “MISO” (which means “smile” in Korean) for M-150, creating a strong buzz. Their first public launch event caused a sensation at Siam Square, establishing them as Key Opinion Leaders (KOLs) who emotionally connected with their Millennial audience. Together, they boast over 5 million followers on social media and embody an active, energetic, travel-loving lifestyle, perfectly aligning with the brand’s DNA. This collaboration helped position “MISO-sa” M-150 Sparkling — initially launched with two flavors: Original (with added zinc) and Pink Lemonade (a refreshing, sugar-free energy drink with vitamins B3, B6, and B12) — firmly in the minds of the target audience, achieving strong viral engagement and more than doubling sales of the M-150 Sparkling product line.

Further strengthening its appeal, M-150 Sparkling rolled out a Limited Co-Creation Campaign, collaborating with “P’Jong” and “Callan” to develop a new flavor: M-150 Sparkling Muscat Fizz. Inspired by their personal preferences, this blend combines the sweet, aromatic taste of Muscat grapes with the signature sparkling refreshment of M-150. Shortly after launch, the new flavor quickly went viral and was met with enthusiastic consumer reception.

Ms. Nantana added, “M-150 Sparkling perfectly meets the needs of the new generation of consumers who seek energy-boosting drinks that are lively and refreshing, allowing them to engage fully in all activities. Osotspa will continue to aggressively market M-150 Sparkling both online and on-ground, with the goal of driving 30% sales growth by 2025.”

“To reinforce consumer awareness and thank our loyal customers for their tremendous support of M-150 Sparkling, or ‘MISO-sa,’ we are launching an exclusive event: ‘MISO-sa Hee-Serve Jai-Fu Party’ — a first-ever, intimate party offering fans a chance to get closer to their idols than ever before. Packed with singing, playing, dancing, and emotional moments, the event promises to thrill fans, who turned out in droves at EM GLASS, EMSPHERE, to celebrate and enjoy the vibrant energy of M-150 Sparkling.”