Thai energy drink ropes in rock stars to honour real men

The 120 million baht (US$3.1 million) music-based campaign by the energy drink brand also marks Krating Daeng's first shot at promoting the smaller 100ml beverage bottle. The drink is also available in a bigger, 150ml bottle. "We aim to differentiate the character of the two bottles," said Ponsuree Asanasen, managing partner, Creative Juice G\1, the agency handling promotions for the brand. "Though the ingredients are the same, our consumers find the small bottle more intense and strong when compared with its bigger counterpart," said Pongsuree. Three television spots, fronted by rock artistes Somchai Kemglad and Pongpat Watchirabanjong, position the bigger bottle as trendy and the smaller as a classic option. "Though we had a loyal following for our small bottle, it was never promoted well," said Pongsuree. "This is the first time we are consciously defining the respective images." The TVCs -- in 30- and 50-second spots -- continue with the 'Real man' concept launched last year, which projects the ordinary man in the street as the country's true heroes. The creative is in line with regulations that restrict energy drink ads to social messages, while the focus on Thai identity and national pride repeats a formula that has proved popular with locals. There is print and radio support for the campaign, with the new 'Real Man' song, sung by the two rock stars, set to air as Media went to press. The company is banking on increased marketing activities, including its sport marketing drive, delivering growth of at least 15 per cent this year, on top of last year's 17 per cent expansion. Krating Daeng ranks second to M-150 in Thailand's 15 billion baht energy drinks market, which grew two per cent last year.