Star power takes locally-produced Pepsi TVC to top spot

Popular Thai singer and actor, Dan, turned on his star power and lifted Pepsi's 'Guitar' TVC to the top of the Adwatch chart. With the tagline 'The best is in you -- Pepsi: dare for more', the BBDO-produced TVC was the first locally-developed campaign for Pepsi in two years. In the spot, Dan engages a youth in a guitar duel. The youth is inspired after drinking a can of Pepsi and is able to create a completely new sound by using the can ring-pull. "The TVC has done well among its target youth segment because of Dan's popularity," said BBDO's group account director for Pepsi, Wasal Klangnarong. "And the tone and content of the TVC is different to anything we have done before." Thailand's leading beer brand, Singha, came in at fourth place, beating newcomer Cheers, which just made it into 20th place in the chart. Cheers beer is the Thai Asia Pacific Brewery's (TAPB) newest economy beer brand, launched in October last year. With the mainstream segment accounting for almost 79 per cent of the 82 billion baht (US$2 billion) beer industry in Thailand, the launch of Cheers formed part of TAPB's strategy to capture 15 per cent of overall market share in the next three years. A campaign for Toyota Hilux Pickup retained its top 10 position since previous surveys, this time scoring a 95 per cent recall rate. Toyota Hilux is currently market leader competing with Chevrolet and Izuzu. Dove's Moisture Cream Shampoo moved down from fourth place to ninth place since the previous Adwatch chart in October last year. Other brands scoring highly were Nokia with 97 per cent and Head & Shoulders with 94 per cent.