"Singha Water, known for its white and blue logo and advertising campaigns featuring an animated humming bird, has successfully generated top-of-the-mind awareness," said Rati Panthawi, management partner, Ogilvy & Mather. "But with (our) competition hawking water as a lifestyle product, it was time for Singha to rethink its strategy too."
Moving away from a traditional and logical 'natural elements' storyline, Ogilvy created a 'turn-around' campaign, infusing more colour, activity and life into the brand. "We wanted to move the brand closer to today's lifestyle of sport, city, and adventure," said Panthawi. "Singha fits perfectly into any healthy and refreshing occasion of young and trendy consumers, which is reflected in the tone and manner of this new campaign."
The logo, to be used on the bottles and on all related promotion material, has been redesigned to make the packaging stand out on the shelf and make the brand look trendier and younger. A 30-second TVC, titled 'Beach', shows people at the beach and pool, with a voice-over stating: "Although 70 per cent of the Earth is water, almost all of it is undrinkable. Very few sources have hygienic drinking water, Singha being one."
The estimated size of Thailand's mineral water market is said to be seven billion baht (US$178 million), dominated by Singha, Crystal (Pepsi), Nestlé's Pure Life and Nam Thip from Coca-Cola. "Though no official reports on market share in this industry have been released of late, it would be safe to assume that half of the total market, or more, is owned by Singha," said Panthawi.