Mogu Mogu, the pioneer of the snackable drink category, has launched its latest global campaign in India, targeting Generation Z consumers with a message that encourages them to “chew through” awkward real-life situations instead of looking for a digital-style skip button.
Titled “Wanna Skip? You Gotta Chew”, the campaign went live across India on June 1 and is built around common awkward moments identified through research conducted by Thailand-based beverage company SAPPE, the parent company of Mogu Mogu. The campaign highlights scenarios such as uncomfortable eye contact with strangers, being the only single person on a couples’ trip, and disappointing first dates, positioning Mogu Mogu’s signature sip-and-chew experience as a light-hearted way to navigate such situations.
According to the company, chewing is associated with stress reduction and mood enhancement, reinforcing the brand’s “Tangible Fun” positioning. The campaign is being rolled out across YouTube and Instagram and aims to reach more than 80 per cent of Gen Z consumers in India through influencer partnerships and e-commerce promotions.
Vikash Singhal, Director and Founder of Sunbeam Ventures, Mogu Mogu’s distribution partner in India, said the campaign builds on the brand’s growing popularity, with flavours such as Lychee, Strawberry and Grape emerging as strong performers in the market.
In Kolkata, the campaign is expected to strengthen Mogu Mogu’s visibility among the city’s young consumers, who are increasingly experimenting with international beverage brands and unique consumption experiences. Industry observers believe the launch of Mogu Mogu Candy and Mogu Mogu Ice Tea in India could further boost the brand’s appeal across modern retail outlets and online channels in Kolkata.
SAPPE CEO Piyajit Ruckariyapong said India remains a key market in the company’s global expansion plans. The campaign is being launched simultaneously in more than 100 countries, making it one of the brand’s largest coordinated global initiatives to date.