Bangkok--16 Oct--Aziam Burson-Marsteller Tawan snacks by Pepsi-Cola (Thailand) Trading Co., Ltd. unveiled an innovative integrated communications strategy by joining with more than 1,100 food stores nationwide to launch a new campaign that challenges consumers to try a new way of experiencing Tawan. A new campaign, under the “Tawan Makes Your Favorite Dish Fun” theme, reinforces the fun brand image and delicious taste of Tawan snacks. Featuring a trio of presenters, Willy, Ple and Hoy, who will be on tour to surprise consumers in many leading food stores around Siam Square. The campaign will create a new dining experience that makes main The Tawan brand was first launched in 2004 and has consistently enjoyed great sales success within the extruded snack segment since the beginning. This year Tawan has introduced an innovative marketing communication activation to reposition itself as the snack that can be coupled with the main dish to make dining more delicious and fun, under the “Tawan Makes Your Favorite Dish Fun” theme. This will increase both the frequency and occasions for snack consumption. Ms. Chandvipa Pipatanakul, Marketing Director - Food, Pepsi-Cola (Thai) Trading Co., Ltd. said, “Our recent consumer insights into Tawan and other snacks indicated that Tawan has been taken as a snack as well as been treated by a majority of consumers as part of lunch and supper for example eating Tawan together with laab or papaya salad instead of fried pigskins, eating Tawan together with porridge instead of deep-fried dough sticks, etc. Given these findings, the “Tawan Makes Your Favorite Dish Fun” campaign was rolled out to stimulate more trial and familiarity of enjoying Tawan snack together with your favorite dish.” Tawan will activate the marketing communications to promote the new campaign via a comprehensive range of advertising activities including commercials, POS ads, sales promotion with food stores and consumer activities with an investment of 20 million baht. The delicious taste and fun within the gang of friends like the three presenters Willy, Ple and Hoy are Tawan’s main focus. Tawan recently delivered the new “Earthquake” commercial to communicate the campaign concept. The new commercial has been airing and generated laughs and fun for audiences as it features a gang of three close friends, Willy, Ple and Hoy who are frightened by a sudden earthquake while enjoying their lunch. The Tawan snack in Hoy’s hand is dropped onto the main dish at the table and subsequently generates a delicious new experience. “In addition to a diverse range of advertising initiatives, we have launched many consumer promotion activities to reach the target group by giving away product samples and running activities in collaboration with more than 1,100 participating food stores including noodles, Issan traditional meals and made-to-order dishes. With exclusive decorations, these outlets are manned with Tawan staff who provide product introduction and encourage product trial with a major dish,” said Ms. Chandvipa. The “Tawan Makes Your Favorite Dish Fun” campaign will be run at more than 1,100 participating food outlets in major cities nationwide including Chiang Mai, Nakhon Rachasima, Chonburi, Pathumthani, Nakorn Sawan and Pissanulok from 9 September to the end of this year. Based on the outstanding introductory feedback, it is planned to continue into next year. And it will take place at food shops in Siam Square on October 15 where the three presenters will encourage consumers to test the new Tawan experience by having it with their favorite dish. “We expect that the “Tawan Makes Your Favorite Dish Fun” program will mark a new type of fun that allows consumers to enjoy the delicious taste of Tawan in a new way,” concluded Ms. Chandvipa. Tawan snacks are available in six flavors including Crispy Prawn (green), Chili Sauce (orange), Seaweed Black Pepper (blue), Larp Saab (pink), Spicy BBQ (red) and the latest Crab Curry (yellow). For more information, please contact: Saranjit Chuwongkomol or Duangnead Chevavichavankul Aziam Burson-Marsteller Tel. 0 2252 9871 Email: [email protected]