BANGKOK: Pepsi bottler Serm Suk has launched a 110 million baht
(USdollars 2.45 million) celebrity-driven blitz to maintain its leading
position in Thailand's cola market.
Pepsi enjoyed a market share of 63 per cent in the local cola drink
market at the end of last year, said market observers. But fierce
competition is coming from Coca-Cola, which announced a major marketing
push for the coming months, including the "Coke SuperCup" football match
between Liverpool Football Club and the Thailand National Team in
July.
The Pepsi campaign runs across all media, including television, radio,
outdoor, print and online. It features popular local singers, in
particular stars from the RS Promotion music label, as presenters of the
new "Live Music Your Way" campaign.
Charlie Jitcharoongphorn, marketing director of Pepsi-Cola
International, said the campaign promotes the idea of teens expressing
their own identity.
"Watching an artist sing and dance isn't enough for teenagers
anymore.
This campaign urges them to interact with the music in their own way and
style. This is where the "Live Music Your Way" concept originates," he
said.
The first television ad in the campaign, entitled "Jam", opens with a
group of teenagers waiting on a beach to board a ferry. A young man
picks up his guitar and begins singing an impromptu tune about the heat.
Another voice - that of local singer Dome - responds with his own
lyric.
Then the others in the group suddenly produce musical instruments for
the jam session. Finally, Dome takes out his can of Pepsi, drinks from
it, then slides the can across the guitar frets.
The 60-second spot was created by BBDO Bangkok and produced by The Shood
Company.
The melody and lyrics were composed by Suthipong Wattanajang from RS
Promotion.
