Cerebos targets a younger audience

"According to our market research, many in this group are dual users, swinging between Brand's Bird's Nest and our main competitor, Scotch," said Cholakan Visutipitakul, group account director, Y&R, the agency  handling the account. "They perceive both brands to be similar and, thus, mutually replaceable."

Of the three billion baht (US$79.9 million) supplementary food market, currently growing at 15 per cent per annum, Brand's Bird's Nest commands 60 per cent share. "However, due to its premium, trustworthy and reliable image, people buy it as a gift for someone they love and care for, such as grandparents and parents, but prefer the competitive brand for self-consumption or for a colleague," said Cholakan.

The agency tapped Suthasinee Buddhinan, the newly-wed daughter of GMM Grammy's chairman, and her American husband, Mark Garry, to endorse the product.

Cerebos has also rolled out a campaign for its Veta food supplements in an attempt to make it a part of the teen lifestyle. Its latest marketing venture sees the company join hands with Channel V for a new VJ search. Style Veta VJ Angels is one element of a 50 million baht Veta marketing campaign this year, said Boonlert Sooksereesup, marketing manager, Cerebos. It is aimed at youths aged between 17 and 23. "Teen behaviour is changing. Previously, young people would only take Veta when their families bought it, but they now like to buy it themselves," said Boonlert.