BRAND’S Essence of Chicken by Suntory Beverage & Food Thailand Co., Ltd., the leader of supplementary food product market who manufactures and distributes BRAND’s products in Thailand and Asia, holds “Targeted Samplings” under the “Give BRAND’S, Get Brain” campaign, featuring product giveaway through whole-year roadshows. Set to give away BRAND’S Essence of Chicken for 7 consecutive days to young workers right in front of their offices, the campaign aims to emphasize the benefits of Carnosine in BRAND’S Essence of Chicken. Designed to provide the receivers direct experience of feeling boosted and ready for everyday work and activities, the campaign is executed based on the Experience & Benefit strategy, alongside the creation of a trend to drink BRAND’S every morning, which could build brand loyalty in consumer’s mind and create ritualized consumption behavior. The company has eyed to expand new customer base, while maintaining existing customers. The number of prospective offices is expected to be 200, with 360,000 bottles of BRAND’S Essence of Chicken to be given away.
Mrs. Chutamas Ngamjitkul, BRAND’S Essence of Chicken Director, Suntory Beverage & Food (Thailand) Co., Ltd., disclosed that the “Targeted Samplings”, under the “Give BRAND’S, Get Brain” campaign, is considered a mega marketing activity of BRAND’S Essence of Chicken this year. Aiming to expand our new customer base that includes young workers and the new generations whose working lifestyles involve being active to complete tasks that require fast thinking, analytical and problem-solving skills. This Experience & Benefit strategy emphasizes the benefits of BRAND’S Essence of Chicken with Carnosine and vitamin B12, which helps the brain to function fully. The campaign will provide direct experience in getting the brain ready for thinking and working each day, resulting in efficient performance to achieve tasks as planned. Further, the campaign expects to build a trend and encourage the consumption of BRAND’S Essence of Chicken every morning, both among new and existing customers.
The campaign activities comprise a roadshow that provides useful benefits and answers to questions about BRAND’S Essence of Chicken inquired by office people. A set of seven 70ml.-bottles of BRAND’S Essence of Chicken, worth 60 baht each, will be given away to each office worker to drink every morning for 7 consecutive days, from Monday – Sunday. Consequently, the receivers would feel a difference in terms of the readiness to work and think. It is expected that the campaign will raise awareness and give away more than 360,000 bottles of BRAND’S Essence of Chicken, worth 21.6 million baht in total, to more than 35,000 workers in 200 offices across the country throughout 2024.
Besides proactive activities designed for the target group, the campaign will feature our key message to create awareness and understanding of the benefits of Carnosine – the small dipeptide that helps promote efficient brain functioning and boost the efficiency of frontal lope, facilitating functions related to processing, decision making and thinking. It also helps stimulate brain and nervous system, increasing concentration and focus, as well as reducing brain fatigue and anxiety. While the body can naturally produce Carnosine, this ability may decrease with age. Therefore, in addition to consuming foods that benefit brain health, working people should always stay healthy by eating the right foods, exercising regularly, and resting sufficiently.
Currently, BRAND’S Essence of Chicken is calling out to offices in any location interested to be included in the roadshow and our “Targeted Samplings under Give BRAND’S, Get Brain activity, which features the giveaway of samplings at the office that allows workers to receive free products for one whole week of tasting”, free of charge. For inquiry and participation request, please visit LinkedIn : Suntory Beverage & Food (Thailand), Facebook: Suntory Beverage & Food Thailand or Email : duangdern.chokdee @suntory.com
