Just as the presidential candidates in the US battle for American votes, four cola brands in Thailand are locked in a death match, launching aggressive campaigns to gain more sales from Thai consumers.
Archawat Chareonsilp, public affairs and communication director at Coca-Cola (Thailand), says the company’s marketing outlay of more than 200 million baht is directed at teenagers and young adults.
About 800 million baht is expected to be allocated for marketing in Thailand's 388-billion-baht soft drink industry in the fourth quarter, a record for the non-peak season.
Coca-Cola Thailand will spend 200 million baht to build on its success and guard against fierce competition. Arch-rival Pepsi-Cola will announce its new business direction at Siam Paragon today for the first time since ending its 58-year relationship with local bottler Sermsuk Plc.
Coke is countering today with what it dubs the biggest ever free sample in a single day of 1 million bottles as part of its "C Day" campaign. Coke will hold concerts in front of CentralWorld today including famous bands such as Slot Machine, Scrubb, Joey Boy and Buddha Bless.
In addition, a new TV commercial entitled Bungee starring Khemanit 'Pancake' Jamikorn has been released, as were more than 1,000 out-of-home media spots.
Sermsuk will introduce its first cola brand "Est" to the market on Nov 2.
Thiti Tuangsithtanon, marketing manager of Coca-Cola (Thailand), said the company's market share is increasing every year and stands at 54% through three quarters this year, up from 49% in the same period last year.
"It's our highest share in a decade," said Mr Thiti.
Coke's sales this year have grown by 20%, beating industry growth of 11%.
"Competition is good. Normally our share increases only 1% per year. But the sharp market share gain this year raises our confidence about sustained growth momentum in the future," he said.
Coke teams with local bottlers ThaiNamthip and Haad Thip.
Archawat Chareonsilp, public affairs & communication director at Coca-Cola (Thailand), said the marketing outlay is directed at teenagers and young adults.
Some 35% of Thais aged 12-49 prefer Coke, which the campaign hopes to improve on, said Mr Thiti.
The company also recently changed the label for its iconic glass bottle (250 ml) and will do the same for the Fanta and Sprite brands.
Having been in the Thai market for 63 years, Coke now has 20 products.