Bangkok--20 Feb--ABM Connect
est cola by Thai Drinks Co., Ltd. is heating up the carbonated soft drinks (CSD) market with an 80-million-baht budget for its Year of Golden Rat's summer campaign. The company will boost consumption of soft drinks in returnable glass bottles with its "est Cola, Real Star of the Meal" campaign, with 'James' Jirayu joining the "Superstar Squad" that already features 'Great' Warintorn, 'Boy' Pakorn, and 'Alek' Teeradetch. The four squad members will be adding a fizzy flavor and refreshing feeling to Thai people's meals at eateries around the country. This activation builds on a previous campaign by creating consumption opportunities for est cola to make it the perfect companion for meals.
Ms. Jesdakorn Ghosh, Vice President – Marketing, Thai Drinks Co., Ltd., said, "In 2019, the CSD market grew 9.1% due to last summer's very hot weather. est cola maintained its market share at 10.3%. In Food Service Restaurants (FSR) channel, est returnable glass bottles, which is environmentally friendly as it helps reduce the use of plastic, was a key driver in securing a 24.2% share of this market segment. est saw 17.8% growth in the FSR channel during the campaign that ran from January until May 2019, which is above market average. This was a result of boosting consumption of est cola returnable glass bottles as a meal companion through efforts that widely reached out to target groups across Thailand."
"This year, est cola will increase our successful boosting of consumption opportunities in the FSR channel by allocating a budget of over 80 million baht to launch a new campaign called 'est Cola, Real Star of the Meal.' The campaign will reinforce how the good taste and fizziness of est cola makes it the star of any meal, as est can be paired with any flavor of food. The Superstar Squad, comprised of 'Boy' Pakorn, 'Great' Warintorn, 'Alek' Teeradetch, and 'James' Jirayu, will travel around the country to add a fizzy and refreshing feeling to people's meals in locations including Bangkok, Nakorn Pathom, Chonburi, Ratchburi, Chumphon, and Nakhon Ratchasima, from February through May 2020. We are confident this campaign will drive the trend of enjoying est cola returnable glass bottles paired up with any type of meal. It will also increase environmental awareness about reducing the use of plastic while helping to drive our growth in the FSR channel."
"est has also introduced an innovative new flavor to meet the needs of the young generation and health-conscious people who want a refreshing and fizzy product that is good for them. New 'est Play Honey Lemon' has less sugar and has been accredited with the 'Healthier Choice' logo by the Nutrition Promotion Foundation. est has also teamed up with GMM TV, Thailand's leading producer of entertainment programs, to host the 'est Play Swaggy Party: Closing the Secret Account BLACKLIST' campaign that will take 30 lucky winners to Japan together with six teen idols from the BLACKLIST series. To get more details and the latest updates, please visit: www.facebook.com/estcola," concluded Ms. Jesdakorn.