The 'Drink twice, grow twice' campaign, created by DY&R, will attempt to consolidate Ovaltine's position as market leader in the fast-growing 'healthy beverage' segment, said Pongskorn Pongwattanasuk, head of consumer marketing at AB Food & Beverage.
The company hopes to grow its market share from 65 to 70 per cent of the three billion baht market, which is itself growing at 15 per cent annually.
The campaign, aimed at children aged five to 12 years old and their mothers, features popular boy singer Nong Plub and his mother as presenters. A 30-second TVC shows the young star growing up, and having to change his clothes, shoes and belt twice to accommodate his growing frame. The commercial plays on the number two, and ends with Nong Plub asking his mother if he can have Ovaltine twice a day, in the morning and at night.
The commercial builds on last year's campaign, which also featured the duo.
"The first campaign emphasised relationship building and the love between a mother and her kid," said executive manager of the public relations department, Apisit C. "The new one aims to encourage drinking Ovaltine twice a day."
Ovaltine is traditionally seen as a 'bed-time drink', given to children to help them settle down for a good night's sleep. Now, AB wants to position the beverage as a breakfast drink as well.
The TVC is supported by radio spots, bus-back and outdoor ads, as well as point-of-purchase materials.
Ovaltine competes in the Thai market with Nestle's Milo.
Meanwhile, the company has also launched a 20 million baht campaign to boost awareness of tea brand Twinings, which remains relatively unknown despite having been in the market for four years.