BRAND'S VETA Jelly by SUNTORY BEVERAGE & FOOD (THAILAND) CO., LTD. is advancing its Gen Z strategy through Fan Experience Marketing to strengthen consumer affinity and translate engagement into measurable marketing outcomes. Under the Sports & Fun concept, the brand hosted "BRAND'S VETA JELLY x PJLEON First Ever Fan Meeting '5in1 GAME'," combining interactive activities with close-up moments featuring PJ and Leon to create shared experiences. The event drew strong participation from consumers and fans alike, reinforcing the brand's positioning as a lifestyle solution that genuinely understands today's younger generation.
Mr. Napis Sasivimolkul, Marketing Director - BRAND'S Bird's Nest and BRAND'S VETA at Suntory Beverage & Food (Thailand) Co., Ltd., the leader of health enrichment products in Thailand and Indochina under the BRAND'S trademark, said, "At BRAND'S VETA, we focus on developing products that resonate with modern lifestyles while creating meaningful experiences for our consumers. Building on the strong reception of PJ and Leon as BRAND'S VETA Jelly presenters, we designed a Fan Experience Marketing program through the BRAND'S VETA JELLY x PJLEON First Ever Fan Meeting '5in1 GAME' to foster emotional connections between the brand, the presenters, and fans. The format opened new opportunities for genuine participation and closer artist interaction."
Sports & Fun Experience: Turning Every Fun Moment into a Brand Experience
The event brought the Sports & Fun concept to life by integrating BRAND'S VETA Jelly's product conceptthe Astaxanthin Collagen and Lutein formulaswith interactive play. Fans joined Team PJ Blue Bright and Team Leon Pink Glow to co-create special moments throughout the program. A further highlight was the chance to meet the cast of the "GELBOYS" series at a familiar settingLido Connect Hall, Siam Squaretransforming an on-screen location into a real-world brand experience that created a deeper bond between the artists and the brand.
At the front of Lido Connect, a 5in1 Activation Zone welcomed PJ and Leon fans and Siam Square visitors throughout the day, featuring five activity stations each designed to tie back to BRAND'S VETA Jelly. Highlights included a "Glow Cam" station aligned with the Astaxanthin Collagen formula, catering to beauty-conscious fans seeking a confidence boost, and a quick-play station spotlighting the Lutein formula with a lutein: zeaxanthin ratio of 5:1, designed for screen-heavy users on mobile or desktop. Participants collected stamps through a Passport Mission to unlock DIY activities in Gen Z style and received BRAND'S VETA Jelly product samplesseamlessly blending fun, discovery, and positive brand experience.
"This initiative generated strong nationwide fan and consumer engagement, demonstrating our ability to design activities that drive meaningful participationboth in awareness and interaction. Looking ahead, BRAND'S VETA Jelly will continue to develop new products that align with evolving lifestyles, while sustaining experience-led marketing that connects consumers and the brand at every life moment," Mr. Napis concluded.