"CRYSTAL" BUILDS ON IMAGE OF WORLD-CLASS DRINKING WATER VIA A NEW PACKAGING DESIGN AND CHARISMATIC ADVERTISING CAMPAIGN

Business Press Releases Wednesday November 16, 2005 14:20
Bangkok--Nov 16--Ogilvy Public Relations Worldwide

After achieving phenomenal growth and climbing up to second largest brand in the drinking water market, Crystal is launching a new campaign called "Charisma from Within" with a new TVC, earmarking a budget of Bt20 million to build on its new image.   The new campaign for Crystal is set to offer consumers an interesting idea on how to achieve "Charisma from Within" by choosing a world-class drinking water like Crystal.

According to Mr. Dhitivute Bulsook, Marketing Director of Serm Suk Public Company Limited, "Crystal is now a very popular drinking water brand among consumers, attaining a growth rate of over 30%, thus making it the No. 2 brand in the drinking water market with a 15% market share. We are extremely proud of this achievement, but we are not resting on this success. Right now, we are taking another step further by developing our new image. Our consumers will surely love our new packaging design. At the same time, we are further enhancing our image via the "Charisma from Within" campaign, which will be capped by a new TVC.

"In order to differentiate our brand in the market, we have redesigned both our logo and packaging to match our consumers' lifestyle. We have learned that consumers currently pay more and more attention to their image as they constantly have to engage with people around them. Therefore, we have come up with a new and unique design for both Crystal's logo and packaging that will surely match the need and lifestyle of the consumers. The new packaging design features clear label reflecting clarity and purity of our water, and simple and modern logo in the middle of a green circle, which reflects the brand's clean and natural feeling. The quality bottle itself has also been improved.

"Apart from this new image, we also believe that Crystal's 'Charisma from Within' campaign will further boost our success, as we have developed this concept from the consumer insight that is genuinely good appearance, which consumers highly value, comes from healthiness.   So, if they want to look really great from within, starting with choosing a high-quality drinking water like Crystal will definitely help them achieve that. As for the new TVC, "Clarity", we will be presenting that concept in a modern and lively way. And to further share Crystal's new image to consumers, we will also be using other forms of communication like banners, posters and truck back advertising," added Mr.Dhitivute

Another factor that makes Mr. Dhitivute confident about Crystal's distinctiveness is its quality. He said, "Crystal has a very high standard of quality. It is the only drinking water brand produced in Thailand, which meets US production standard for drinking water, certified by National Sanitary Foundation (NSF).   Because of NSF's expertise with water quality, World Health Organization (WHO) designates it as a collaborating center for both drinking water safety and treatment.   With NSF mark, we can guarantee that our consumers will drink world class quality water."

Crystal drinking water in a new image by Serm Suk Public Company Limited is now available at leading department stores.
Issued on behalf of:
Serm Suk Plc.
For Further information:
Juraikarn Trakulvech(juraikarn.trakulvech@ogilvy.com)
Supattra Prakaisiri (supattra.prakaisiri@ogilvy.com)
Ogilvy Public Relations Worldwide Ltd.
Tel. 0 2205 6611, 0 2205 6446
Click for photo release at www.thaipr.net   End.

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