The goal is to project the brand as modern and fun to the target group of 'tweens', said Jirasak Wongsuwan, sales director at brand owner Chomthana Co.
The company's strategy is holistic, and also encompasses the expansion of distribution channels and the establishment of a new plant to increase production capacity. Additionally, "new products will be developed and put into the market continuously", Jirasak said. A budget of 800 million baht (US$20 million) has been set aside to cover all activities.
The brand's new logo sports a star drawn freehand, and coloured green, blue and yellow, projecting a brighter, more "fun" image. The new packaging has also been jazzed up with pictures of colourful images of tropical fruit.
Meanwhile, a newly launched 30-second TVC, created by agency Fame Line, and entitled 'Play Tag' has been launched, opening on a pre-teen boy buying a Cremo Crunchy Cone. As soon as he tastes it, he is overcome by an urge to dance. He taps a passing jogger, who catches the same fever, which then passes on from person to person.
The fun ceases when the cone falls on the floor, but after a brief freeze everyone rushes to get their own.
"The commercial plays with an everyday thing, like eating ice cream and dancing; thus, is easily identified with by viewers, especially so among the brand's tweens target," Jirasak said. The full TVC will air daily across all TV channels, before being cut down to a shortened 15-second version, he said. The brand will also be promoted via radio and newspaper ads as well as sales promotion and school visits.
Thailand's ice-cream market is worth about 8.5 billion baht annually, with Wall's and Nestle dominating with shares of 40 and 35 per cent respectively. Cremo and United vie for third place.
Interestingly, despite the heat and humidity, ice cream consumption in Thailand is among the lowest in the world at only 1.2 litres per head per year. In the US, ice-cream consumption per capita is 25 litres per head per year, while the Swiss, Spanish and French consume about eight litres each on average.