New ‘BIG’ strategy in Thailand
BIG, PART of AJE Group, one of the biggest multinational companies in the beverage industry, plans to strengthen its brand presence in the Thai soft-drink market with a multifaceted communications strategy highlighting every product.
The strategy includes the launch of a dynamic Big logo, two flavours – BIG Coconut and BIG Lime Soda – BIG Aqua bottled water, and a special promotion for last part of this year.
These steps will strengthen BIG in the Thai market, Soren Lauridsen, director for Asia of AJE Group and managing director of AJE Thai, said yesterday.
Customers will now be able to recognise the new BIG identity on every product. The label, in both Thai and English, will come with a bigger and easier-to-read font and eye-catching yellow background.
A hummingbird, the smallest bird in the world that is capable of flying amazingly fast, has been added to the BIG logo to communicate the personality of the brand – that it is fearless among the soft-drink brands in the market, while being highly flexible and capable of rapid growth, according to AJE.
“BIG activities reflect our brand commitment of ‘Think BIG’, which is at the core of the BIG brand,” Lauridsen said.
“We do believe that our new beverage innovations and exciting campaigns will capture even more BIG fans in Thailand.”
