"The main objective of the campaign is to keep the sexy and entertaining image of Leo alive through the contest that will help us find a new brand ambassador for the brand," said a spokesperson from Spa Advertising, the agency looking after the brand.
Given the strict restrictions on alcohol advertising, Leo has planned roadshows and events under the campaign, supported by ads announcing the different stages of the contest; recruitment, elimination and the final winner.
Said Piti Bhirombhakdi, advertising manager of Singha Advertising: "We expect that the campaign will increase Leo beer's market share up to 20 per cent within this year."
Leo currently holds slightly less than 20 per cent market of the US$1.8 billion beer market in Thailand, having grown its share from 15 per cent a year ago due to an aggressive marketing and distribution strategy.
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