'Fizziest' USP primes Singha Soda for market challenge

In a marketplace bubbling with competition, Boon Rawd Trading Company has launched a communications campaign for Singha Soda, designed to cut-through the clutter and strengthen its position as the market leader.

"With the new television commercial, we have reinforced Singha's unique selling point — that of being the fizziest soda water. We went with an executional approach that fits both the brand's  personality and its target users," said Rati Panthawi, management partner for Ogilvy & Mather, the agency  in charge of  the account.

The TVC features a man who has just bought a macaw from a pet shop. At home, he tries to coax the bird to sing, but the only sound the macaw can make is a strange gurgle.

After repeated efforts, he gives up and takes the bird back to the petshop, where the exasperated proprietor takes him back without a fight.

It is later revealed that the only sound the macaw can  imitate is that of a fizzy drink — the same sound made when a bottle of Singha Soda is opened.

"It is an analogy of a sound which is very familiar to everyone. This therefore promotes the brand's USP," Rati added.

"Singha Soda's communications has always been presented very creatively, and offers something new every time," said Wisit Lumsiricharoenchoke, Ogilvy Thailand's executive creative director.

Singha owner Boon Rawd is focusing more efforts on soda, in the face of a flat alcohol market in Thailand.