Nescafé pips Oishi Green Tea to post as drinks dominate

Beverage brands Nescafé and Oishi Green Tea have jointly scooped the top place of the Thailand June Adwatch chart with a recall rate of 97 per cent each.

Oishi Green Tea's TVC was created by Y&R Thailand in order to launch its latest tea product, Genmai roasted rice flavour. With typical Thai quirkiness, the ad stars a man who can't resist sampling both the tasty flavour and scent of the tea and so uses a three-pronged straw to do both at the same time.

The TVC initially launched in January but was temporarily taken off the air while Oishi Green Tea launched another promotional campaign. According to Tida Vibulvanich, senior account director at Y&R Thailand, the ad re-aired in May this year to compete with an influx of category newcomers and an increase in adspend from competing brands Sencha, Unif, Periku and Mochu. The commercial is currently airing nationwide on public channels.

"I think this TVC resonated with viewers because the idea is easy to understand and directly relates to the key selling points of the product, which are not only the taste but also the aroma," said Vibulvanich.

Nescafé's TV spot is part of an effort to relaunch its Red Cup brand, with teen heart-throb J Monthol Jira to target a younger audience who now make up the majority of Thai coffee drinkers.

Despite a marked absence of energy drink brands since the last Thailand survey in April, Regency Brandy Thai in 10th place, and Dove cream moisturising shampoo held strong. Newcomers entering the rankings include tea brand Periku White Tea in 15th place, Saijo Denki Air Conditioner in 17th place, Ajinomoto in 18th and Suzuki in 19th place.