The summer months see up to 40 per cent of annual ice-cream sales, resulting in a glut of marketing initiatives during this period, said Magnolia marketing manager Suda Kuna-korn. The brand takes the emotional angle in a new, 200 million baht (US$5 million) campaign, linking Magnolia to the good feeling that eating ice-cream brings.
The year-long campaign is targeted at teens and young adults, said Suda. Ads focus on everyday stressful situations -- resolved by a Magnolia-induced good mood. The brand will also sponsor animated family movie Pinocchio 3000, which it says reinforces its 'feel-good' image.
The brand push comes as Magnolia doubles its ice-cream production in Thailand, eyeing a 40 per cent increase in sales, which would give it a 20 per cent market share, up from last year's 15 per cent. Magnolia is currently number three in the mass market segment,which itself accounts for 80 per cent of the 5.8 billion baht ice-cream market. Wall's and Nestlé weigh in at numbers one and two with about a 40 per cent stake apiece. Magnolia's high expectations are matched by Nestlé, which will spend 700 million baht on expanding its presence in Thailand this year. The spend "represents a fundamental push to generate aggressive growth, expand the distribution network and offer consumers a constant stream of breakthrough products and exciting marketing initiatives," said general manager Philippe Eberle.
He expects to match last year's 30 per cent increase in sales this year, boosting Nestlé ice-cream's market share to 42 per cent. The brand will continue last year's 'Painting Thailand Blue' brand visibility campaign this summer, with a version dubbed 'Blue Mission: Expedite the Blue Universe'. Outlet décor, uniforms and mobile tricycle units will turn blue during the campaign, contrasting with the red of rival Wall's. Meanwhile, to tie in with the new Star Wars movie opening next month, a Star Wars ice-cream in the shape of lead villain Darth Vader will be launched.
Unilever's campaign for Wall's, meanwhile, involves trading points found on packaging for prizes. A TVC launched this month focuses on the mechanics of the promotion, which will run through May.