The new products - an unsweetened evaporated milk and a condensed non-dairy creamer - and the more streamlined and modern looking packaging by Netherlands-based Design Bridge - will be available in Laos and Cambodia as well as Thailand, said marketing director, Kaweemat Tangkiriphiman.
Meanwhile, advertising - in Thailand only - is aimed at extending the canned milk's use beyond drinks and desserts and into mainstream cooking, she said.
A 60-second Leo Burnett-created TVC shows how a mother is able to cook a variety of dishes for her family when shipwrecked on an island with nothing but natural resources and a crate of Ship at her disposal. The longer TVC format will eventually be replaced by a series of three 15-second spots.
The tagline 'Ship ... Tasty Creation' will be carried across all media, which, besides TVCs will include newspaper, magazine and radio ads, POP material, tie-ins with cooking programmes, and a sweepstakes promotion worth 1.7 million baht in cash and gold prizes, Kaweemat said.
Ship, which has been in Thailand for 40 years, competes against Nestle's Carnation brand and Dairy Industry's Mali label in a market estimated by ACNielsen to be worth 3.3 billion baht.
When out-of-home consumption - coffee shops, restaurants, hotels and the like - are included, the figure is much higher, according to Foremost.
Ship is "relatively big in out-of-home consumption", Kaweemat said, a fact that places the brand firmly among the top three in the market.
As such, sales growth is expected to be further boosted by an explosion in the number of coffee shops in the Thai market, which the company estimates will increase a further two to five per cent next year.
Foremost carries two other condensed milk brands, Falcon and Alaska, in its portfolio. The company will continue to support them, while focusing energies on Ship, "since both brands have strength in some regions in Thailand, as well as Laos and Cambodia", Kaweemat said.