BRAND'S Essence of Chicken by Suntory Beverage & Food (Thailand) Co., Ltd., a leading health enrichment product under the BRAND'S trademark in Thailand and Indochina, officially launches its regional campaign "BRAND'S x Crayon Shinchan" simultaneously across five Southeast Asian countries: Thailand, Singapore, Taiwan, Hong Kong, and Malaysia. The campaign employs a Character Marketing strategy featuring the iconic Japanese anime "Crayon Shinchan," which boasts over 30 years of history and broadcasts in 45 countries worldwide, to expand reach across all age demographics while reinforcing the core concept "Start Your Day, Start with BRAND'S" - emphasizing beginning each day with BRAND'S Essence of Chicken to "activate your brain switch" and prepare for daily challenges. The comprehensive marketing communication plan includes animated online film, digital content production, in-store media, and promotions featuring exclusive premium collectibles.
Mr. Omer Malik, CEO for Thailand & Indochina of Suntory Beverage & Food (Thailand) Co., Ltd stated: "Suntory operates under the 'Seikatsusha' philosophy, which focuses on deeply understanding individual experiences and specific needs to create health products as lifestyle solutions. Based on our insights into younger consumers, 'BRAND'S Essence of Chicken' supports brain health - the core foundation of daily living and work. To reinforce this philosophy, Suntory has initiated the regional 'BRAND'S x Crayon Shinchan' campaign simultaneously across five Southeast Asian countries: Thailand, Singapore, Taiwan, Hong Kong, and Malaysia. Through Character Marketing strategy in partnership with 'Crayon Shinchan,' we bring the problem-solving stories and perspectives of the sharp brain, quick-witted and humorous young boy 'Shinnosuke Nohara,' incorporating heartwarming family love stories to clearly convey our brand's core concept. This approach will add vibrancy and stimulate brand awareness and engagement for BRAND'S Essence of Chicken."
Ms. Jaturaporn Thanapornsungsuth, Vice President - Head of Marketing (Thailand & Indochina) of Suntory Beverage & Food (Thailand) Co., Ltd., commented: "Shinnosuke, or Shinchan, is a character beloved across diverse age groups, from Gen Z consumers to working adults. With his sharp brain and quick-witted character traits in creatively solving various problems and situations, we believe Crayon Shinchan will help consumers understand the benefits of BRAND'S Essence of Chicken through humorous stories and family love, leading to purchase decisions while enhancing BRAND'S brand image to better reach younger generations. In Thailand, 'BRAND'S x Crayon Shinchan' represents one of this year's key marketing campaigns reinforcing BRAND'S core concept 'Start Your Day, Start with BRAND'S' - emphasizing beginning each day with BRAND'S Essence of Chicken to 'activate your brain switch' and prepare for challenges, while communicating the benefits of 'BRAND'S Essence of Chicken' containing Carnosine and Vitamin B12, which support normal nervous system and brain function. The company has planned comprehensive marketing communications covering all age groups to expand our target audience base as broadly as possible.
For this campaign's marketing communication plan, BRAND'S Essence of Chicken has produced animated online film featuring specially created 'Crayon Shinchan' episodes developed exclusively for this campaign. The advertisement content presents Shinchan's daily life stories - a mischievous boy who often finds himself in various situations or problems, but through his wit and intelligence, sparks creative ideas to solve these challenges for his family members and those around him, stemming from both mental and physical readiness. Beyond online advertising, the company has prepared numerous sales promotion activities, including special campaign-exclusive product packaging, special promotions with retail partners, accumulative purchase campaigns to redeem various Shinchan premium collectibles, nationwide product promotion tours, and KOL/Influencer collaborations to create online content, increasing consumer reach and stimulating purchase decisions.
"The company expects the 'BRAND'S x Crayon Shinchan' campaign will not only drive sales but also serve as a crucial tool for building understanding about the benefits of Carnosine and Vitamin B12 in our products, which support normal nervous system and brain function, while expanding Brand Awareness and refreshing our Brand Image to be more contemporary," Ms. Jaturaporn concluded.
Consumers can follow special promotions and activities under this campaign via Line Official: @brandsworld and Facebook: Brand's World Thailand