Aje Thai Co, the maker of Big Cola, plans to spend a few billion baht to build a second factory in the North by mid-2013 to answer growing demand and competition.
Models and executives promote the ‘Win a Penalty Shoot-out with Joe Hart’ campaign, where eight fans from Thailand, Vietnam and Indonesia will go to England to vie for the Salvo Trophy.
The second plant will double the production capacity for Big Cola in Thailand, getting the drink to more customers while logistics time and cost are reduced.
Apart from the new plant, Aje Thai plans to build more distribution centres to add to its 30 across the country, up from 12 last year.
Sorin Voinea, head of marketing for Asia Pacific at the Aje Group, said he was quite happy with the performance of Big Cola in Thailand, as it has gained success after only a short period in the country.
Though Big Cola made its debut here seven years ago, its sales continue to grow by 30% on average each year. It holds a 15-20% share of the 35-billion-baht soft drink market.
"Asia, particularly Thailand, is Big Cola's strategic location," said Mr Voinea. "We will continue to invest here as we see huge potential to grow our soft drinks in the country. Per capita consumption of soft drinks for Thais is still low when compared with the US and many European countries."
The soft drink competition is expected to intensify when Sermsuk Plc, the Pepsi bottler, launches its own soft drink after ending its relationship with PepsiCo on Nov 1.
"We're not afraid of Sermsuk's move. We will work harder to boost more Big Cola consumption in the Thai market," said Mr Voinea.
The value of the overall soft drink market in Asia represents one-third of the global industry, next to one-third each in the US and Europe.
Asia is forecast to become the biggest market for soft drinks in the next several years as global economic growth shifts.
With that in mind, Aje Thai is spending 160 million baht on a new regional campaign and hiring Joe Hart, the Manchester City goalkeeper, as its brand ambassador.
The "Win a Penalty Shoot-out with Joe Hart" campaign, beginning in Thailand, Vietnam and Indonesia this Saturday, will feed off the Southeast Asian audience's passion for English football.
The contest will offer a once-in-a-lifetime opportunity to eight lucky fans from Thailand, Vietnam and Indonesia: They will go to England to take penalty kicks against Joe Hart and fight for the right to carry home the ultimate prize, a Salvo Trophy.
All prizes will be awarded at Etihad Stadium at half-time of the high-profile derby match between Manchester City and Manchester United.