EXPERIENCING THE COOL-EST
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Sermsuk launches it new 'est' brand with a party at The Okura Prestige
Somchai and Dhitivute Bulsook, the CEO and president respectively of leading cold drinks firm Sermsuk celebrated the debut of the cool “est” brand last Friday night with a major event at The Okura Prestige Bangkok Hotel, opening a new chapter in Thailand's carbonated soft drinks industry (CSDs).
The two were joined by Sermsuk executives and top management in welcoming more than 600 guests from key partners as well as celebrities and the media to experience the cool “est” cola.
With almost six decades in the Thai carbonated soft drink business, Sermsuk recently grabbed the lion’s portion of the shares in the Bt38 billion CSD market. After launching its “est” cola as the first product in its CSD line, the company plans to introduce a full range of CSD products over the coming months.
Dhitivute said the “est” brand marked a significant turning point for Sermsuk as well as the Thai beverage industry.
Ultimately, the company would enter all CSD segments including cola, flavoured and lemon-lime beverages under a single-brand strategy to build “est” as a top brand.
To accelerate market awareness and acceptance, especially among young customers, Sermsuk has recruited three famous singers as presenters: Pakin ‘‘Tono’’ Kumwilaisuk from The Star Season 6, Sukrit ‘‘Bee’’ Wisetkaew from GMM Grammy and Pirat ‘”Mike’” Nitipaisalkul’.
Five cool “est” phenomena are set to drive sales of an estimated Bt8 billion in the first year.
Firstly, “est” is a cool yet easy to remember brand. It’s a suffix that expresses a superlative – such as great-est, new-est or cool-est. Brand communications will be based on the concept of “est it your way”, representing the DNA of Thai teens and inspiring them to do everything to their full-est efforts.
Secondly, the “tasty-est” flavour is designed to have a unique flavour that satisfies consumers.
Thirdly, the new-est range of packaging is designed to meet all lifestyle requirements. New “est” cola will be available in seven package sizes to match consumer lifestyles.
Fourthly, Sermsuk has created the “cool-est” phenomenon as it debuts the “est” brand through a full-scale marketing campaign and sales operations in all channels with a budget of Bt300 million for the brand launch period.
Finally, Sermsuk has built the wide-est sales network to hit its target.
