By THE NATION
Thai Drinks Co, maker of est, has appointed South Korean pop group Got7 as brand ambassadors for the campaign. New limited-edition packaging features Got7 designs, while “est Korean Orange Cola”, which blends the cool fizz of est cola with a refreshing hint of orange flavour in a Korean style, is being launched.
“An enhanced brand proposition will help sustain est’s success in growing its regular consumer base from 39 per cent to 51 per cent [of the cola market] while increasing brand love among target consumers in both local and regional markets,” said Vivek Chhabra, president of Thai Drinks Co.
“We have allocated Bt300 million to excite the CSD market in the third quarter of 2016 as we introduce consumers to the ‘Zaa Zeed Sud Kua’ brand proposition, with popular international boy band Got7 building est brand awareness in the Thai and other AEC [Asean Economic Community] markets.
“est will also increase the rate of product trials among consumers to enhance brand efficiency and win Thai teens’ hearts to pave the way to becoming a regional carbonated beverage brand.”
He said the company was implementing a marketing strategy this quarter that focused on three key areas.
The first focus is catching the latest trends to create differentiation for est’s marketing campaigns by appointing Got7 as brand ambassadors to strengthen est’s connection with Thai teens while building a base in export markets.
Second, an exclusive collection of new packaging has been introduced featuring the members of Got7.
The third strategy is the introduction of est Korean Orange Cola.
Jesdakorn Ghosh, senior vice president of Thai Drinks Co, said: “Since early this year, we have proactively excited the market by catching the hottest trends with a ‘happening’ communications strategy, building momentum for current trends by leveraging the power of superstars and famous public figures such as Nadech Kugimiya and the Thai national women’s volleyball team.
“We will build on our success by introducing Got7 as est brand ambassadors to bring teens in the Thai and international markets closer to the est brand.
“Got7 is a rising Korean boy band, and members JB, Mark, Jackson, Junior, Youngjae and Yugyeom, along with Thai member BamBam, have won over millions of fans since their debut in 2014.
“Got7 has a massive fan base on social media. Tickets for their first concert in Thailand in June, called ‘FLY in Bangkok’, sold out in minutes. The talented members of Got7 show great determination while being fun and friendly, which reflects est’s brand personality. This will help us to engage teenagers nationwide and reinforce est as their preferred brand,” she said.
est will communicate its new brand proposition through an integrated campaign beginning with a new television commercial called “Zaa Zeed Sud Kua with Got7” that will start airing on August 1. It reflects the est brand’s fizzy and edgy image by highlighting Got7 as the new brand ambassadors.
The commercial will coincide with many other activities to have an impact on digital and other media channels. New limited-edition packaging featuring images of Got7 members will be available for every est product and size.
“We will also extend our successful introduction of new products,” Jesdakorn said. “In January, we launched est Play Grapeberry. It really won over Thai consumers, achieving a record 18-per-cent sales growth for est Play.
“We are rocking the market with the latest est Korean Orange Cola launch. From the first sip, est Korean Orange Cola will delight fans with a cool and fantastic refreshment experience.
“Consumers will also enjoy an online campaign to deliver a fizzy experience that includes an activity called ‘Got7 Ahgase Move’. They will be invited to ‘show your cool-est steps’ by sending in a video clip of themselves dancing for an opportunity to be part of a fan-made FLY music video and win exclusive prizes.
“Clips can be submitted from August 15 to September 15,” she said.