Thai beer brand gives image a $1m upgrade

<p>BANGKOK: Thai beer brand Leo Beer will spend US$1 million to </p><p>upgrade its image by shifting its focus away from provincial workers to </p><p>younger, more affluent drinkers across Thailand. </p><p><BR><BR> </p><p>Local agency Spa Advertising has been enlisted by Boon Rawd Brewery to </p><p>head the initial three-month-long campaign. Dentsu Young & Rubicam was </p><p>the incumbent. </p><p><BR><BR> </p><p>The image change was prompted by research which showed the company's </p><p>marketing efforts did not speak to the demographic consuming the </p><p>product. </p><p><BR><BR> </p><p>"The people actually drinking the beverage are not workers - most of </p><p>them are younger people sipping it in shops and restaurants," said </p><p>Chayanin Deb- hakarn, Boon Rawd's marketing manager. </p><p><BR><BR> </p><p>"Leo has less alcohol content than the competitor Beer Chang, so it </p><p>appeals to younger guys who want to have a few drinks with their friends </p><p>but don't want to wake up the next morning with a crushing hangover," </p><p>said Trachoo Kanchanasatitya, Spa's executive client service director. </p><p>With this demographic in mind, Spa hired model Methinee Kingpayom to </p><p>front two TVCs. The 60-second ads show a man who enjoys his Leo beer so </p><p>much he has no time to pay attention to his girlfriend. </p><p><BR><BR> </p><p>"Methinee's sex appeal is spot on for the demographic that we're </p><p>targeting," said Trachoo. "And these ads are more cosmopolitan. They're </p><p>set in urban and suburban pubs, with pop music rather than country." </p><p><BR><BR> </p><p>A Thai slogan, which roughly translates as "The right beer for you", </p><p>ties the TVCs with POP posters and banners. Trachoo hinted that a minor </p><p>packaging face-lift was in the works. The upscale marketing push is in </p><p>contrast to Leo's initial efforts to recruit working-class drinkers, </p><p>which included ads set in provincial towns and featured country musician </p><p>Pairoj Chaising, the brand's inaugural endorser, singing the beer's </p><p>praises. </p><p><BR><BR> </p><p>Launched three years ago, Leo was intended to go head-to-head with </p><p>market leader Beer Chang. Leo's more potent sister brand Super Lion Beer </p><p>will continue that fight, but the fact that Leo is changing its stripes </p><p>is an indication that it has failed to lessen Chang's sales lead, </p><p>prompting the latest chapter in the ongoing lager war. </p><p><BR><BR> </p><p>Three months ago, Boon Rawd aired TVCs exposing rival brewer Beer Thai's </p><p>alleged unethical practice of "bundling", which required vendors to buy </p><p>Beer Chang with purchases of the company's popular whisky products. The </p><p>commercials followed failed legal efforts by Beer Thai to force an end </p><p>to the controversial strategy. </p><p><BR><BR> </p>