Thai Drinks Co, the marketer of Est cola drink under Thai Beverage Group, will today introduce Est to Cambodia, its first foreign destination.
Some 50,000 cases of Est were shipped to Cambodia yesterday. It will be launched in Laos and Myanmar later this year.
Parent ThaiBev aims to boost sales of non-alcoholic products to 150 billion baht by 2020.
Thai Drinks is moving a step further by tapping the phenomenon of Thailand's women's volleyball team among sports fans by launching a new marketing campaign costing 50 million baht.
"Volleyball is now a trend for the young generation and we expect the campaign will help engage our Est brand and increase brand awareness among Thai youths," said president Vivek Chhabra.
He said Est, produced by Sermsuk Plc, has supported the Thai volleyball team since last year. Its players have become household names with their displays in recent international matches.
Est is implementing a "happening" strategy that leverages the volleyball trend growing in Thailand to create brand differentiation.
"Est and the national team share the same DNA and goals, as both represent Thailand striving to do the best in international competitions, both as a Thai national volleyball team and a Thai national carbonated soft drink brand," Mr Vivek said.
Thai Drinks will air its "Cheer Thai Sud Zeed" TV commercial next Wednesday. It will feature volleyball players Pleumjit Thinkaow, Wilavan Apinyapong, Onuma Sittirak, Nootsara Tomkom and Thatdao Nuekjang as sports idols. They will be joined by teen idols Nawat Phumphongam, Jirakit Thawornwong and Korapat Kirdpan.
Sales of Est cola grew by 45% in the first quarter and are expected to increase by another 30-40% in the second quarter.
