Media's first Thailand Adwatch survey since restrictions on alcohol and energy drink TVCs came into effect late last year, is more interesting in who's not on the list, than who is. Chang Beer and Carabou Daeng, whose aggressive spend and innovative ideas put them consistently in the top three in past surveys, are conspicuously absent, as is Singha Beer.
Within a month of implementation, adspend by the top five beer advertisers dwindled to 25.6 million baht (US$650,000) compared to 113.9 million baht a year earlier, according to Nielsen Media Research data. Meanwhile, big spending energy drink Carabou Daeng, whose 'Great heroes' TV campaign was a top-scorer with viewers throughout the past year, has moved below-the-line.
Bucking the trend was Krating Daeng, which went heavy on TV to publicise its first facelift in 30 years, topping the chart with its 60-second 'Dare to change' commercial.
The TVC shows two men who return stolen goods when reminded of their social obligations by a van sporting the Krating Daeng banner. It is based on the 'Real man' concept launched last year, which portrays the real man in the street as the country's true heros. The spot is part of a three-month, 150 million baht campaign, which will continue to use television as a primary medium.
"TV is more emotional," said Witawat Jayapani, CEO of Creative Juice\G1, which developed the campaign.
Agency research also showed that alcohol and energy drink TVCs were able to convey their messages effectively despite the new restrictions, he said: "People still recall the campaigns, understand them and translate them into product qualities."