Bangkok--30 Apr--Mind Touch F&N Dairies sets to fully penetrate Thailand's low-fat liquid milk market with Bear Brand Gold product, investing over 200 million baht to launch 7 new TV commercials and unveil “Ann Thongprasom” as its first presenter representing new generation working woman with plan to increase growth by 20% Bangkok, April 29, 2008: F&N Dairies (Thailand), manufacturer and distributor of Bear Brand Gold Low-Fat Sterilized Milk, plans to fully penetrate the low-fat milk market with the expansion of its customers base to modern working women. The company will invest 200 million baht in the launch of its new advertising campaign including a series of 7 TV commercials and the well-known actress "Ann Thongprasom” as its first presenter representing the modern working women. The company has set target to increase sales this year by 20% Somsak Chayapong, Somsak Chayapong, Country Head of F&N Dairies (Thailand) Limited, managing director of F&N Dairies (Thailand), a leading manufacturer and distributor of food and beverage products, reveals that the company has prepared a proactive marketing strategy set to penetrate the local low-fat ready-to-drink milk market with its premium Bear Brand Gold product. Comprehensive marketing communications will be launched to fully stimulate the low-fat milk consumption and sales growth of Bear Brand Gold Low Fat Sterilized Milk products, which has been targeted at 20% this year. The company will focus on creating the awareness of Bear Brand Gold products to be widely recognized by the mass consumers, particularly modern working women, who are the brand's target drinkers. We will allocate a budget of about 200 million baht in the new marketing campaign as its first effort set to widely promote Bear Brand Gold and actively penetrate the low fat milk market. The objective of this new TVC campaign is to communicate the Bear Brand Gold with its target customers and to widely stimulate the consumption. Ann Thongprasom has been selected to be the first presenter for the Bear Brand Gold products. The TV commercial series will create a new phenomenon to the local advertising industry, with the launch of TV commercial series including 1 teaser ad and 7 TVCs," says Somsak. Supranee Wanamethin, Bear Brand Gold’s Brand Manager, said that the creative concept and objective of this new TV commercial campaign is to present the key concept of "7 key nutrients necessary for your everyday need". The commercial series consist of one 15-second teaser and seven 30-second TV commercials. The new campaign features Ann’s busy lifestyle. Despite the hard work that she is facing everyday, she can effectively cope by drinking Bear Brand Gold with its 7 nutritional benefits starting from Day One, “Busy Day”, the first TV commercial features Ann’s busy working schedule and the way she looked after herself with Bear Brand Gold with high calcium and vitamins. High Calcium, Vitamin D and Vitamin B2 help the body gain energy carbohydrate, protein and fat as well as strengthen the bone for every day activity. Day Two, “Get up so early”: Ann has to work until very late at night leaving her with only few hours sleep each day. She took care of herself with Bear Brand Gold low fat milk with high calcium and vitamins. Vitamin B1, 2, 6 and B12 are essential for the nerve and brain system which help Ann become fresh and ready to face each new day. Day Three “If only I could”: Having to be on top of everything doesn’t leave time for Ann to get her favorite dish, so Ann needs convenient and nutritional drink with her. She has Bear Brand Gold with 7 nutrients necessary for her every day need. Day Four, “Beauty Day”: Being in the acting profession, Ann needs to look after her health and body. She needs the nutritional value from Bear Brand low fat milk. Low fat helps with the weight control while high content of Vitamin A, C and E help increase collagen and anti-oxidant process for beautiful and vitalized skin. Day Five, “No Choice Day”: In her acting occupation, a lot of things have been prepared and set up by team of staff including food and beverage. However, who says she can’t choose, she always choose Bear Brand Gold with 7 key nutrients necessary for her everyday need. Day Six, “Hot & Cold”: Ann needs an assistant to look after health as she has to deal with different roles, working conditions and changing weather. She needs Bear Brand Gold low fat milk with key 7 key nutrients for her every day need. Its high content of Vitamin A, C and E is essential for anti-oxidant process and building collagen for vitalized skin. Day Seven, “Memorizing Day”: This day reflects Ann's dedication to her acting works both in role rehearsal and memorizing the dialogue to be perfect for all assigned characters. She has Bear Brand Gold with 7 key nutrients for her everyday need. Its high content of Vitamin A is essential for her eye-sights while vitamin B1,2, 6 and 12 helps the nerve and brain working system which is necessary for rehearsal and memorizing the dialogues so as to be ready for every role every day. "The new TV commercial series will start to be on air from April 30 onwards starting first with Teaser followed by Day 1 to Day 7 TV commercials in line with 7 key nutrients necessary for women. The new TVC series will allow consumers and TV viewers particularly the fans who support Ann to watch and follow the daily working life of this smart and capable woman in a similar way they watch the mini TV series," says Supranee. She adds that "Ann represents today working woman with her being publicly acknowledged as a beautiful and smart woman with high capability and dynamic personality. She can effectively handle her busy working lifestyle and manage her working schedule to include exercise and spa beauty therapy. She is well prepared to deal with any kind of situations. Her character perfectly matches with Bear Brand Gold with 7 nutrients necessary for working women. In addition, Ann herself is always a great fan of Bear Brand Gold," Supranee says that the objective of Bear Brand Gold is to penetrate the potential market of working women by positioning itself as a healthy drink for working women. The brand will focus on creating awareness and educate working women consumers regarding 7 nutritional benefits they can get from consuming the product. Currently, the Bear Brand Gold low-fat sterilized milk offers 2 major formulas, which are Bear Brand Gold with White Malt and Bear Brand Gold with White Tea. Both contain 7 essential nutrional values including high content of Vitamin A, Vitamin B1, 2, and 6, Vitamin B12, Vitamin C, Vitamin D and Vitamin E, high calcium and low fat. Thailand's adult ready-to-drink milk market is worth about 1,800 million baht with continuous growth trend. This is because of its convenience and at the same time, Thai consumers become highly conscious of their health. The consumers continues to look for ready-to-drink milk products with higher benefit and essential nutritional value than normal ready-to-drink milk products. For media enquiry, please contact Mind Touch Company Limited Savitree Peungcharoenkun (081) 816 4598 Chatsaral (Pom) Tiamwon (089) 443 6886