By The Nation
The brand strikes again this summer with ‘expansion of fan-love among teens across all lifestyle’ strategy.
With this refreshing initiative, est will be introducing, for the first time, an innovative promotional campaign called ‘est Zaa Zeed Luek Dai, Tang Fin Tang Zing’, which essentially enables consumers to choose their prizes from the supreme enjoyment (or ‘fin’ in Thai) of being one of 500 people getting an exclusive trip on an island with GOT7, or the fun in driving away in a Toyota Yaris to escape the summer heat (100 units). The prizes are worth more than Bt57 million in total. Furthermore, the new limited-edition summer packages featuring GOT7 vibrant designs will also make this summer more refresh and active, available only this summer.
Jesdakorn Ghosh, Senior Vice President of Thai Drinks Co., Ltd., said that with differentiation strategy in the CSD market last year under the ‘Happening’ concept has yielded positive results.
“With this strategy, we have been ‘catching the waves’ of the most trendy activities and celebrities among consumers, from sports enthusiasts to music lovers. ‘est’ welcome the Thai superstar ‘Nadech’ and invited new-generation consumers to enjoy world-class football matches on the best seats with him, and supported the Thai National Women Volleyball team to create the ‘cheer up craze’ and made them an inspiration for new-generation consumers.” she said.
In passing on exclusive music entertainment experience, est has brought Asia’s idol GOT7 as the brand ambassador resulting in a very strong jump in consumer brand appreciation. According to the latest brand health survey (November 2016), est achieved increasing scores in all areas of brand identity; to 77 per cent from 55 per cent as ‘brand for new generation’, to 68 per cent from 44 per cent as ‘cool brand’ and to 52 per cent from 41 per cent as ‘brand for me.’