It’s the year 2025, and the buzz around town is all about 6ty Degrees (pronounced “Sixty Degrees”), an innovative brand that has decided to take the plunge into international waters. Known for its premium natural mineral water, the brand is eyeing a spot at the pinnacle of the regional market. With the ongoing THAIFEX – ANUGA ASIA 2025, this marks an exhilarating chapter for 6ty Degrees, as it steps onto the global stage for the very first time.
At the helm of this gusty venture is none other than Ms. Rena Udomkunnatum, the mastermind and visionary founder behind Rare Beverage Company Limited. In 2025, Ms. Rena has orchestrated a bold strategy to catapult 6ty Degrees into the international limelight. With enthusiasm, she shares, “Our ambition is to spread our reach internationally while becoming a source of national pride for Thailand. What sets 6ty Degrees apart is our pure, 100% natural mineral water sourced from a geothermal hot spring nestled in Chiang Dao—the only one of its kind in the entire country. To top it off, it’s situated within a UNESCO biosphere reserve, adding a sprinkle of prestige to our product.”
The magic happens deep below ground, where the mineral water dances its way through rock layers at a crisp 60 degrees Celsius, cleansing itself of any unwelcome microorganisms while preserving a rich bouquet of essential minerals. One can sip on a veritable mineral cocktail, brimming with magnesium, potassium, and a dazzling array of over a dozen others, nourishing every sip. And, as a delightful cherry on top, its charming eco-friendly bottle cap, designed to open at an elegant 170-degree angle, solves the age-old riddle of misplaced caps and simplifies the dreaded task of waste separation.
Ms. Rena confidently strides into the international marketing arena, armed with insights into the growing demand for quality bottled mineral water. She remarks that modern urban living has reshaped lifestyles across the globe, and as the urban jungle grows, so does the thirst for pristine, health-enhancing water. It’s this surge that 6ty Degrees aims to ride, targeting health enthusiasts and discerning middle-to-upper income consumers alike.
“This year is pivotal as we unveil 6ty Degrees at the prestigious THAIFEX – ANUGA ASIA 2025,” Ms. Rena exclaims. With its extensive roster of roughly 86,000 traders from an astounding 131 countries gracing the event last year, it generated trade values that left food and beverage industry connoisseurs’ heads spinning. The prominent trade fair presents a golden opportunity for 6ty Degrees to forge vital relationships with importers, paving new paths into premium retail markets and fine dining establishments beyond Thai shores.
Back on home soil, 6ty Degrees is making waves with the launch of their “6ty Manifesto” campaign. It’s a savvy move aimed at enchanting younger generations. It casts 6ty Degrees as a lifestyle brand, pulsating with energy and positivity—a water brand that mirrors the smart choices of the discerning consumer, who relentlessly seeks both quality and flair. This campaign is guided by three clever strategies:
- Integrated Marketing Communication (IMC): With an eye for aesthetics, the brand is executing an advertising blitz that harmonizes practical benefits with emotional flair, under the enticing banner of “A good life starts at 60 degrees.”
- Brand Experiential Activation: Through the “More Than Water Activation” paradigm, 6ty Degrees shakes up the mundane, offering an experience peppered with excitement and freshness—delighting those who cherish life’s little enhancements.
- New Product Development: The brand is stretching its arms towards new horizons, with plans to entice new markets, including children’s beverages made from 100% natural fruit-flavored mineral water laced with health-boosting vitamins.
To conclude, Ms. Rena proudly outlines their blueprint for success. “We’re fiercely dedicated to carving a niche in both local and emerging dynamic markets, like Singapore, South Korea, and further afield in Japan and the Middle East. With ongoing dedication, we hope to achieve a vibrant double-digit growth this year. The air may be electric with competition, but we’re ready to face it head-on, as evidenced by previous years where marketing tussles were won through strategic media moves. Television remains our choice weapon, cutting through the noise to ring our message clear to audiences far and wide. It’s all about securing and expanding our share of voice amidst a bustling marketplace.” Ms. Rena’s unswerving dedication heralds nothing less than a tantalizing promise of an exhilarating future for 6ty Degrees.
It’s great to see 6ty Degrees making a splash globally! But do we really need another bottled water company in an already oversaturated market?
I think it’s different if they’re emphasizing eco-friendly and health benefits. 6ty Degrees seems genuinely unique.
Eco-friendly marketing can sometimes be just a gimmick. I’m skeptical until proven otherwise.
Why is it always the premium brands making it big? What about affordable water for people who really need it?
Maybe because premium brands have the resources to innovate and market effectively. But I do agree we need broader access to clean water.
It’s all about marketing and where the money is. Affordable doesn’t usually mean profitable.
I’m more interested in their children’s beverage line. Kids’ drinks without added sugar sound appealing.
Yeah, finally a brand that understands parents’ concerns! I hope they roll it out here soon.
Fingers crossed! Healthy options for kids are long overdue.
Sure, a fancy bottle cap might solve some waste problems, but are they using 100% recyclable materials for everything?
Good point! Companies always claim to be eco-friendly, but full transparency is rare.
Exactly! I want to see verifiable eco-credentials, not just buzzwords.
Taking part in THAIFEX sounds like a big deal! With that kind of platform, they could definitely go places.
If they can attract importers from well-off countries, that would be a huge step!
Their Integrated Marketing Communication strategy is pretty genius. The motto ‘A good life starts at 60 degrees’ is catchy!
Isn’t the whole fancy mineral composition just a marketing scheme? I doubt it’s significantly better than other brands.
Tastes and health benefits can vary a lot depending on mineral content. Some people swear by it.
I remain unconvinced unless there’s scientific proof of these claims.
Proud to see Thai brands making a mark internationally. It’s about time!
True! It gives a nice sense of national pride.
The 170-degree angle cap is cool, but isn’t the real issue that people still use plastic bottles?
The focus on ‘health enthusiasts and discerning consumers’ is a smart target. They’re willing to spend on quality.
Chiang Dao water source being unique is a definite plus, but they better manage it carefully to prevent overuse.
Does anyone else feel juggernauts like Coca Cola and Nestle might crush them before they get too big?
They may try, but sometimes smaller brands can carve out a niche and survive despite the competition.
Urbanization increasing demand for bottled water is concerning to me, given the environmental implications.
Ms. Rena sounds ambitious, but I hope they stay grounded. Rapid growth often leads to mismanagement.
Their marketing focus on media like Television might seem outdated but reaches a broad audience.