Decoding the “TCP WEnergy for the world” campaign Joining forces for sustainable change
Decoding the “TCP WEnergy for the world” campaign Joining forces for sustainable change
TCP Group is showcasing the success of its “TCP WEnergy for the world” campaign, which received consistently positive feedback throughout 2024 for its three impactful initiatives designed to create lasting positive impacts on the environment and society. It was launched with an eco-friendly advertisement made from reused footage of their old campaigns, eliminating the need for reshoots and thus conserving valuable resources. This was followed by the eco-conscious “TCP WEnergy re.run 2024” running event and the “Get Free Drinks All Year Long, Let’s Recycle Forever, Just Drink-Separate-Get Reward” activity, which successfully engaged consumers in environmental and social responsibility. These efforts reinforce TCP Group’s purpose “Energizing a Better World for All,” driving sustainable change.
The “TCP WEnergy for the world” campaign was launched with the core idea of inviting consumers to collaborate in giving back to the environment while minimizing the impact on the world’s resources. This campaign employed a variety of integrated communication strategies, including eco-friendly advertising to raise awareness, engaging experiences through the TCP WEnergy re.run 2024, and participation in the “Get Free Drinks All Year Long, Let’s Recycle Forever, Just Drink-Separate-Get Reward” activity. Supported by partners with shared environmental goals, the “TCP WEnergy re.run 2024” initiative was warmly received by consumers, generating positive buzz and inspiring participants to take meaningful action for the planet.
The “Reach-Understand-Participate” communication strategy energizing positive action for the world
Ms. Arjaree Suwangool, Corporate Affairs & Communications Department Director of TCP Group, said, “The ‘TCP WEnergy for the world’ campaign was inspired by our desire to give back to the environment and society while minimizing disruption to the world’s resources. Our communication strategy, ‘Reach-Understand-Participate,’ is complemented by activities that benefit both the environment and society, enhancing brand awareness and demonstrating TCP Group’s genuine commitment to sustainability. For the first time, we utilized our old commercial footage, re-editing it without on-set filming. This reuse reduced resource consumption, greenhouse gas emissions, as well as filming costs, creating a fresh narrative for the campaign launch, where we invited consumers to collaborate in environmentally and socially beneficial activities by recycling resources and giving back to the world.”
Creating consumer experiences and engagement
After raising awareness through the advertising campaign, TCP Group advanced its commitment to real change by organizing the ‘TCP WEnergy re.run 2024’ running event, which emphasized health and the environment under the 3R concept: reduce – reuse – recycle, along with a zero-waste management approach, which attracted over 1,200 eco-friendly runners. A key feature was the meticulous focus on the environment, maximizing resource recycling. This included running shirts made from more than 26,000 recycled plastic bottles, while medals and trophies were crafted from 67,700 recycled plastic bottle caps. The event also featured donation drop-off points for reusable running shirts and medals, alongside stations for waste separation and recycling. Food packaging was selected to be either biodegradable or recyclable, with used packages converted into energy to reduce landfill waste. In collaboration with Grungthai Group and Thai Beverage Can Ltd. (TBC), the event collected 90.95 kg of recyclable packaging, marking a significant step in promoting awareness and driving sustainable change among consumers.
TCP Group made additional contributions by donating 100,000 baht from the running event and 201 reusable medals to the Mirror Foundation. Plans were also made to transform 27.5 kg. of donated shirts into upcycled T-shirts in partnership with Saeng Charoen Grand Co., Ltd. (SC GRAND), with a goal of delivering 100 shirts to the Mirror Foundation by year-end. Furthermore, the event will upcycle its canvas banners into 100 bags for runners, extending its positive environmental and social impacts.
Taking action leads to real change
Lastly, TCP Group partnered with Big C and Grungthai Group to broaden its consumer engagement through the “Get Free Drinks All Year Long, Let’s Recycle Forever” initiative that invited consumers to participate in the “Drink-Separate-Get Reward” campaign by enjoying beverages from TCP Group, separating the packaging at designated drop-off points located at Big C, and sharing photos or videos on TCP Group’s Facebook page for a chance to win prizes. This initiative is one of the strategies that reinforces the message that TCP Group’s beverage brands use 100% recyclable packaging, including plastic bottles, glass bottles, and aluminum cans. Grungthai Group supported the collection of a total of 675.9 kg (15,507 pieces) of packaging for recycling, helping reduce landfill waste and greenhouse gas emissions. This initiative also promotes changes in consumer behavior through positive actions, as caring for the environment is something which can be easily done by everyone. Simply separate waste for recycling. Even after the activity has concluded, this practice can continue in everyone’s daily life.
“The greatest achievement of the ‘TCP WEnergy for the world’ campaign is the collective effort from our partners and consumers who actively participated in activities to give back to the planet, driving real change. Some consumers have adopted proper packaging separation practices, promoting effective recycling. This aligns with our mission to create sustainable change by instilling accurate knowledge and understanding, while inspiring and energizing everyone to help restore the environment. This is what TCP Group strives to champion through our role in ‘Energizing a Better World for All,’ continuously sharing energy and promoting collaboration within society. Sustainable change starts with small actions,” concluded Ms. Arjaree.
For more information, visit the TCP Group website and Facebook page.
