'est' continues to elevate its brand to better resonate with Gen Z, aiming to revolutionize the soft drink market with the launch of its "est Awakens Awesome Senses" communication campaign, highlighting three elements of awesomeness through eight awe-inspiring experiences, presented by leveraging Co-Pilot AI technology. It kicked-off with a commercial featuring two new Mega Asian Idols, "Jeff Sator" and "Ink Waruntorn." Another key aspect of the campaign involved launching activities that engage Gen Z, targeting both presenters and the audience. This focus on engagement invited Gen Z to immerse themselves in an awesome experience. It began with a first-ever special show featuring Jeff Sator and Ink Waruntorn on the Switch Stage. The show challenged the audience to participate in activities that enhance the drinking experience through "est Checks Awesomeness." Participants loudly proclaimed "est says," and a cutting-edge AI system then determined their level of awesomeness in only three seconds. This marks the first time that the tone of voice of Gen Z and Thais across the country were analyzed to gauge their level of awesomeness and satisfaction when drinking est Cola.
Ms. Suporn Denpaisarn, Head division for Non-Alcoholic Beverages at Thai Drinks Co., Ltd., said, "est Cola's 'Born to Be Awesome' campaign promises to energize the market this summer as we celebrate over a decade of success (12 years) in capturing the hearts of Gen Z. Our growth rate of 15% has surpassed the market average of 12%, with a market value of 66,000 million baht (data from Nielsen IQ, February 2023-January 2024). This achievement reflects our commitment to offering innovative and exciting experiences that resonate with est's style. The campaign utilizes Co-Pilot AI technology to communicate est's awesome essence, awakening an eight multi-sensory experience as showcased in our commercial. We remain dedicated to supporting the passions of the new generation and encourage them to boldly express themselves. Our mega Asian idols, Jeff Satur and Ink Waruntorn, perfectly embody this spirit and invite Gen Z across Asia to join the 'Gen Zest' (Gen Z+est) movement and experience est for themselves."
"est Cola Awakens Awesome Senses"
Experience the new communication campaign, "est Cola Awakens Awesome Senses," by simply drinking est, opening up all of your senses and embracing both awesomeness and authenticity. This campaign reinforces the brand's "Born to be Awesome" concept, further cementing the brand in the hearts of Gen Z through its exceptional taste and unparalleled awesomeness by communicating through the lens of "8 senses," stimulating feeling and reflecting inner experiences.
"We feature presenters who passionately pursue their craft and have gained recognition across Asia. For example, 'Jeff Sator' is not only a singer, songwriter, and producer, but also showcased his awesomeness by winning an award on the program called 'Call Me by Fire, Season 3' and becoming a mentor on 'Chuang Asia Thailand 2024,' capturing the hearts of female Chinese fans. His collaboration with South Korean artist Shaun on 'Steal the Show' further cemented his success. Similarly, 'Ink Waruntorn,' Thailand's synth-pop princess, excels in both singing and acting. Her music has reached Japan, highlighted by a performance at Summer Sonic 2023.These two rising stars serve as an inspiration for the new generation to awaken their senses and dare to be themselves. Their dedication to their musical craft has led to widespread success across Asia."
Challenge yourself by discovering your voice and experience true awesomeness
est, a pioneering brand known for its innovative leadership, particularly in integrating various technologies into its communication strategies, has revolutionized CGI Out of Home advertising, using it to encourage talented Gen Z musicians to unleash their awesomeness at events like the Hotwave Music Award 2023 contest, held at Siam Square in central Bangkok. The brand has also broken new ground in 3D outdoor advertising screen design (3D OOH Media) with the 'est Cola Awesome Monster' campaign, featuring the tallest and largest screen format in the area around So Bangkok Hotel.
"For this campaign, Co-Pilot AI was utilized in advertising to create a dynamic visual that seamlessly integrates with real-life presenters. We also created 'est Checks Awesomeness: Let's est in three seconds,' encouraging Gen Zers to broaden their horizons by trying est and sharing their awesome experiences. By using AI technology, such as 'Speech Analysis and Voice Burst Analysis,' participants can express their feelings in just one word, with AI Voice Recognition capturing their true sentiments. This marks the first time ever in the advertising industry that the tones of Thais across the country are analyzed to gauge their level of awesomeness after drinking est Cola. This innovative approach also combines technology with behavioral insights to enhance the 'est' drinking experience. The campaign aims to distribute up to one million product samples throughout 2024, across Thailand and Asia. The samples will be showcased during Jeff Sator's 'est Cola Presents JEFF SATUR: SPACE SHUTTLE NO. 8 ASIA TOUR,' which will make stops in five major cities across Asia," explained Ms. Suporn.
Organize the "Awaken Awesome Senses" party for Gen Z to experience awesomeness in every sense and dive into an awesome presenter's debut show!
est hosted a cool launch party for its new campaign and presenter on March 13 at Union Mall, featuring awesome stars and celebrities including Golf-Pichaya, Four-Sakonrut, Ploi Horwang, Foss-Jiratchapong, Dang-Natthachai, Leng-Thanaphon, and Love-Phattharanit. Participants were treated to five exciting activities, immersing themselves in the awesome world of est. One notable activity was "Est Checks Awesomeness," where participants energetically exclaimed 'est says,' with AI assessing their awesomeness level in just three seconds. Over 1,800 fans joined in the fun, with AI translating the results into a collective expression of enthusiasm. Jeff and Ink's first-ever joint performance, from the opening show to the Switch Stage, was simply awesome, making #estColaxJEFFxINK the number one trending topic on X on the night of March 13.
est continues to maintain its market share at 8.6%, with the penetration rate before the rebranding campaign in 2023 at 26% and increasing to 28% in 2024 (data from Kantar Thailand). This expansion has strengthened its base with the Gen Z demographic and effectively enhanced its presence in the northeastern region. Additionally, est has achieved a growth rate of 12%, making it the fastest growing brand in the soft drink market (data from Nielsen IQ, February 2023-January 2024).
Source: ABM Connect