The former market leader, soundly beaten by main rival Chang in recent years, is attempting to rejuvenate its tired image. Singha has also set its sights on capturing the upwardly mobile 21 to 30-year-old demographic.
Boon Rawd is reformulating Singha, giving it a less bitter and lighter taste as part of its drive to target young executives.
Singha has not altered its formulation since 1933.
The reformulation will see Singha going head-to-head with Heineken for restaurant beer drinkers.
Three popular young actors - Thanakorn Posayanon, Dorm Hetrakul and Theeradej Wongpuapan - will be the 'face' of the big-budget advertising campaign in a move reminiscent of a highly-successful TVC campaign - 'Sam Num, Sam Mum' - launched by Thai mobile phone operator DTAC.
"We're aiming at young adults, not teenagers but young executives, and we believe the three presenters could represent such an image, Singha public relations manager Chutchai Wiratysin said.
Boon Rawd has reformulated Singha, cutting its alcohol content from six to five per cent, while the hop content - the ingredient that creates the bitter taste - has been reduced.
The TV advertising burst - consisting of three separate executions - has been created by Ogilvy & Mather and will run until year-end.
Ogilvy & Mather communications director, Promsant Jithnasirt, said the traditional Thai image used to promote Singha in the past would remain as the corporate image of the brand's parent company, Boon Rawd Brewery.
"Boon Rawd wanted us to upgrade Singha's image for the new generation," Promsant said.
Chang controls around 60 per cent of the beer market, while Boon Rawd has placed Singha's share at 35 per cent, with sales of 45 billion baht annually.
