'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.<BR><BR>"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.<BR><BR>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. <BR><BR>After repeated efforts, he gives up and takes the bird back to the petshop, where the exasperated proprietor takes him back without a fight. <BR><BR>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. <BR><BR>"It is an analogy of a sound which is very familiar to everyone. This therefore promotes the brand's USP," Rati added.<BR><BR>"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.<BR><BR>Singha owner Boon Rawd is focusing more efforts on soda, in the face of a flat alcohol market in Thailand.