Coca-Cola, Oishi tie in Thai battle of beverage brands

The March Thailand Adwatch chart has proved once again to be a battle of the beverage brands, with Coca-Cola and Oishi Green Tea both scoring a 97 per cent recall rate, placing them in joint pole position. The Oishi Green Tea brand has retained top position for its campaign promoting the 'Thunder Millionaire' contest, which gives consumers the chance to win one million baht (US$25,220). The campaign was developed by Y&R and according to Tida Vibulvanich, senior account director at Y&R Thailand, is aimed at "cutting through the clutter" and increasing sales. Y&R has held the account since 2003, when the product first launched. Krating Daeng, the energy drink more commonly known as Red Bull, scooped fifth place in the chart with a campaign rolled out to launch the new 150ml bottle, expected to be more popular with consumers than the larger bottle already available on the market. "Though we had a loyal following for our small bottle, it was never promoted well," said Ponsuree Asanansen, managing partner Creative Juice\G1. As part of its 120 million baht campaign, the TVC featuring two Thai rock stars, Somchai Kemglad and Pongpat Watchirabanjong, builds on the 'real man' concept from previous campaigns with themes that communicate Thai national pride and identity. The campaign celebrates working class Thais and has been supported by print and radio. Other local Thai brands which continued to make an appearance in the chart include M-150 Energy Drink, which has gone from fifth to seventh place and Regency Brandy Thai, from 11th to 14th place.