Cerebos promotion worth Bt80m takes flight
Cerebos (Thailand), manufacturer of Brand's bird's nest and chicken essence, yesterday launched an Bt80-million promotional campaign with actresses Michelle Yim Wai-ling of Hong Kong and Urassaya "Yaya" Sperbund of Thailand as its brand ambassadors.
Brand’s hopes the two superstars will help it maintain its leadership in Thailand’s Bt3-billion bird’s-nest market with a 60-per-cent share. The new campaign is set to cash in on a rebound of the food-supplement market, which was relatively flat last year.
Aside from being remembered as Huang Rong in "The Legend of the Condor Heroes", a well-known Hong Kong TV series that aired in 1976, Yim is known for maintaining her beauty and health while approaching her 60s. She is still active onscreen, her latest role being the Empress Dowager in the series "The Deer and the Cauldron".
Meanwhile, the talented Thai superstar Yaya, 22, is known for her cheerfulness and liveliness and has been applauded for her acting, modelling and singing skills.
Luckana Leetayouthayothin, director of Cerebos (Thailand), said this country was now the manufacturing base for Brand’s bird’s nest products, which have been exported to 19 markets around the world, including all Asean countries, as well as the United States, Canada, Australia and New Zealand.
She said Hong Kong was the first export destination for Brand’s bird’s nest, which was produced at the Cerebos factory in Singapore at the time. Thailand is the fourth market in Asia for Brand’s bird’s nest, following Hong Kong, Malaysia and Singapore.
While Brand’s bird’s nest products produced at the company’s plant in Thailand, the nests themselves are sourced from Thailand, Indonesia and Malaysia.
Boonlert Sooksereesup, marketing director of Cerebos (Thailand), said Brand’s bird’s nest was No 1 in sales both in Thailand and Hong Kong. It is also widely and popularly accepted in 15 other countries across the globe.
In Thailand, the market for food supplements in essence form is worth about Bt11 billion annually with only single-digit growth. About Bt6 billion belongs to chicken-essence products, while another Bt3 billion is from bird’s nests, and Bt2 billion from fruit essences.
Brand’s currently controls about 90 per cent of Thailand’s chicken-essence market, 60 per cent for bird’s nests, and 80 per cent of the fruit-essence market, with its Vita brand.
Boonlert said that about 60 per cent of Brand’s bird’s nest products were sold to women with ages ranging from 25 to more than 60.
