Bangkok--14 May--Aziam Burson-Marsteller
Sermsuk’s ‘est’ brand has achieved record-breaking sales of four billion baht in just six months since being launched into the Thai market. The key reasons behind this success are the full-range ‘est’ carbonated soft drink line backed by compelling marketing campaigns, a strong sales network and a hot weather season that has arrived earlier than normal and will be here for a very long period. ‘est’ is poised to surprise Thai consumers with more striking campaigns as it aims to hit its target for first-year sales.
According to Mr. Dhitivute Bulsook, President of Sermsuk Public Company Limited, “It’s clear that ‘est’ has received the cool-est consumer acceptance, driving it to be the carbonated soft drink brand to enjoy sales of over four billion baht by May of this year. This success can be attributed to the great taste admired by Thai consumers, est’s full-range CSD portfolio of flavors including cola, orange, strawberry, cream soda and lemon lime, being a new beverage that has quickly captured the hearts of Thai teens, and campaigns such as a lucky draw to win diamond-studded iPhone cases that excited Thai consumers with a massive number of caps and crowns being sent in.”
A hot season that has arrived earlier and will stay longer was another key contributor to this achievement in sales. Other drivers included major partners such as retail and food stores that ensure the nationwide availability of ‘est’ and comprehensive marketing communication activations. These factors combined to make ‘est’ the brand of choice among Thai consumers this summer, with the best performancein all channels. The ‘est’ brand’s success was also influenced by the unique andtasty-est flavor of est Cola and est flavor lines and popular packaging formats such as the launch of ‘est Mini’ in a 250 ml portable can at a price of 10 baht, available in retail stores, and ‘est’ returnable glass bottles that are popular in food outlets, all of which have received positive consumer response.
“We express our great appreciation to our retail partners, customers, and consumers who have given us overwhelming support, putting ‘est’ among the top CSD brands chosen by consumers this summer. To continue building momentum, we will soon launch an attractive new marketing campaign to bring the cool-est experience to Thai consumers. I believe that we can push ‘est’ sales to reach their first-year sales target of eight billion baht,” concluded Dhitivute.