BRAND’S Essence of Chicken strengthens its leadership in Thailand’s health food supplement industry with new taste adjustment, packaging revamp and Bella Ranee as the new presenter alongside ‘Alex Rendell’, aiming to expand its customer base
BRAND’S Essence of Chicken under Suntory Beverage & Food Thailand Co., Ltd., is dedicated to set a new standard for its essence of chicken with new taste adjustment, packaging redesign and ‘Bella Ranee’ as the new presenter alongside ‘Alex Rendell’, aiming to expand its customer base. The move is part of an aggressive marketing push during the last quarter of 2022 with the implementation of the market expansion strategy, further testifying to BRAND’S Essence of Chicken’s long leadership in Thailand’s health food supplement industry.
“With the company’s vision ‘Growing for Good’ and our organisational value ‘Suntory Leadership Spirit’, the company focuses on researching and innovating products in line with the changing consumer demand and lifestyles under the core business model of ‘Gemba Focused’ which is a customer-centric strategy. We want to continuously increase sales growth to maintain our No.1 position in the essence of chicken market against rising competition and higher demand for healthy products,” said Jaturaporn Thanapornsungsuth, Vice President of Marketing, Suntory Beverage & Food (Thailand) Co., Ltd.
Targeting non-and lapsed users under the ‘Easy to drink for the easy whole day’ concept, BRAND’S Essence of Chicken is undergoing a huge transformation which consists of three core pillars.
- The taste adjustment to be easy to drink yet still highly effective. The company applies its expertise, accurate knowledge, and innovative technology to improve the taste of the essence of chicken to make it easier to drink. Based on the data from consumer surveys, BRAND’S Essence of Chicken with the newly adjusted taste is very well accepted and increasingly demanded among consumers.
- The revamped packaging will increase attractiveness and visibility while underlining the benefits of BRAND’S Essence of Chicken; and
- The introduction of our new presenter ‘Ranee ‘Bella’ Campen’, renowned actress representing non-users and lapsed users who are not familiar with BRAND’S Essence of Chicken taste. Bella will work alongside the current presenter, Alex Rendell, who endorses the same health benefits of the product among existing consumers.
“The key message will target both regular users and non-users for them to realise the benefits of frequent consumption of BRAND’S Essence of Chicken — a perfect relief to their fatigue that renews their strength,” added the VP of Marketing. “The product is suitable for everyone, from youngsters to adults, who are easily drained by daily activities and busy lifestyle
“This is a major market expansion of the company, aiming to encourage consumption among those who have never drunk or have only occasionally drunk the BRAND’S products,” amplified Oraya Homsettee, Marketing Director, Suntory Beverage & Food (Thailand) Co., Ltd.
Ranee ‘Bella’ Campen, the newest presenter of BRAND’S Essence of Chicken, represents consumers who are concerned about the taste and smell of Essence of Chicken, commented: “Everyone knows that BRAND’S Essence of Chicken is good for health. However, in the past, many people, including myself, have had a concern about its taste. The new formula makes it easier for me to drink. I recommend everyone to try the new adjusted-formula Essence of Chicken. I’m sure you’ll find it really smooth and so easy to drink, just as I do.”
‘Alex Rendell’, the BRAND’S presenter for the last three years who represents regular drinkers of BRAND’S Essence of Chicken, said: “From someone who had never tried Essence of Chicken, now I drink it almost every day. I particularly love how intensely nutritious it is. Now BRAND’S has come out with the newly adjusted taste, it is so easy to drink and its nutritional performance remains the same so I can still depend on it for the extra energy. When I drink it, I feel more active. It also relieves fatigue and boosts my brain power. I recommend the new formula BRAND’S Essence of Chicken to all genders and at every age. If you place a priority on your health, I think you’re going to love it.”
“Such marketing approach for BRAND’S Essence of Chicken is the company’s large investment where comprehensive marketing communications are well prepared for all channels including in-store and out-of-home media as well as several promotional campaigns,” Oraya wrapped up.
“A new TVC will be released on November 1st, 2022, followed by various activities through online channels to encourage consumers’ engagement. The company will also join hands with business partners to expand our sales channel through the metaverse to reach more consumers. We will have promotional campaigns and roadshow activities nationwide where over one million samples of BRAND’S Essence of Chicken will be distributed to provide consumers new experiences with the newly adjusted taste of BRAND’S Essence of Chicken that is easy to drink for the easy whole day.”
