'Nat' to front Watsons' expansion bid

The health and beauty chain is raising its advertising profile at a time of rapid expansion -- 50 stores will join its existing 86 this year. Watsons' main marketing goal this year will be to brand the chain as Thailand's "top health and beauty specialist", said Alan Nementzik, managing director of Central Watson Co, a partnership between Central Retail Corporation and Hong Kong's AS Watson. The 'Number one' campaign will run throughout the year, and be fronted by Nat, chosen for her "young, clean and lively" image, and a "personality and strong character (that) embodies the essence of young trendsetters in the country today". Watsons targets women between 18 and 35. A 30-second TVC created by Ogilvy & Mather continues last year's low price guarantee theme, but adds the new 'number one' tagline. The TVC will be supported by print ads created in-house by Watsons. The nationwide campaign will have the additional function of preparing the ground as Watsons expands beyond Thailand's main cities, to up-country areas. "In terms of positioning, our presence up-country has been somewhat small, so this year, half of the stores we will be opening will be up-country," Nementzik said. The company will spend 300 million baht on the new stores and on upgrading a number of existing stores "to provide more personalised service and an improved, refreshing shopping ambience". The company is targeting a 50 per cent increase in sales over the next 12 months. Watsons claims market leadership in terms of volume and number of stores, and competes with Boots and Faschino in Thailand.