Carabao Daeng's 'united we stand' theme takes top spot

Carabao Daeng scooped the top spot with a recall rate of 95 per cent in the April Adwatch chart for Thailand, with M-150 Energy drink just behind in second place with 94 per cent. Krating Daeng energy drink, more commonly known as Red Bull, came in ninth place with 88 per cent.

Carabao launched the 'Thai cooperation' branding campaign with the objective of appealing to the Thai sense of community following recent events such as last December's tsunami. The TVC features local celebrities against a backdrop of the streets of Bangkok, with images of Thai festivals such as the Songkran water festival. The campaign ran in April for 10 days on all five of Thailand's free-to-air channels and targets a mass audience of male and female consumers aged 20 to 40.

"All Thais live comfortably and peacefully in the land of smiles; however, when threatening events occur, Thais are in full cooperation to fight and solve the problem without discrimination," said Kritpong Nillawong, account director, Far East DDB, describing the theory behind the communication.

Krating Daeng, or Red Bull, brought out its last campaign to advertise the new smaller size 150ml bottles with 30- and 50-second TVCs developed by Creative Juice\G1. The 120 million baht campaign (US$2.9 million) celebrated working class Thais, pushing the idea of national pride and identity with a TVC featuring two Thai rock stars. Krating ranks second to M-150 in Thailand's 15 billion baht energy drinks market. A number of the usual suspects were also present in the chart, including haircare and beauty brands Head &Shoulders in sixth place, Dove in 15th place, Ponds in 18th place and Sunsilk in 20th.