The latest initiative is backed by a 30 million baht (US$726,700) budget and supported by TVCs developed by Spa Advertising.
Boon Rawd Brewery Group, which brews Leo and Singha, are positioning Leo as the smooth beer for a 'good image drinker'. The previous TV campaign, featuring Thailand's sex-symbol/actress/ model, Methinee Kingphayom, drew the attention of young and affluent drinkers.
However, new restrictions introduced by the Thai Government to curb liquor advertising deemed Leo Beer's earlier campaign redundant. "The new regulation made our positioning statement redundant, as we could neither show any product benefits, nor could a known public figure endorse the brand," said Mingmongkon Thavikulwat, account manager of Leo Beer at Spa Advertising. "We had to create a new positioning statement, albeit aimed at the same target group."
Not wanting to erode its previous 'young at heart' image, the three latest TVCs (two of 30 seconds and one of 15 seconds), were shot in a trendy Bangkok nightclub featuring stars aged 18 to 25, similar to Leo's target audience. Created by Konjanart Khomsiri, creative group head of Spa, the spot is based on the concept, 'Being nice is easy'. It shows a man gently handling a girl, although she is exceptionally rude.
Leo is presently in the economy segment of the Thai beer market, dominated by Chang, which is positioned as a beer with a strong taste. However, the makers of Chang have launched a new beer with a 'smooth taste', Archa, as a direct competitor to Leo.
Leo rethinks image for youth targets
Leo Beer - initially conceived as a brand for provincial workers and rapidly repositioned as a beer for the 'young at heart' - is reinventing itself just three years after its last makeover.