S plans to penetrate Gen Z, aims to bring Thai soft drinks It is an ASEAN brand.

S enters the soft drink market worth 6.6 billion baht after expanding its market share to 8.6%, moving forward to penetrate Gen Z, focusing on the Northeastern zone, with large purchasing power, sending Jeff Charter-Ink Wanthorn to communicate the brand. Targeting the future to be an ASEAN brand Starting off in Cambodia

March 14, 2567 Miss Suphon Denpaisarn, Director of the Marketing Office Non-Alcoholic Beverages Business Line, Thailand, Thai Drinks Company Limited, a subsidiary of ThaiBev Public Company Limited. Said that the Thai soft drink market (Refer to Nielsen data Feb. 66 - Jan. 67) worth 66,000 million baht, growing on average 12%, with Escola expanding above the market at 15%.

As a result, S holds market share of 8.6% of the soft drink market. Increased from last year which was approximately 8%. The main driving force is from GEN Z consumers who account for 36% of sales, the highest when compared to other age groups.

If dividing sales by region Found interesting inside information as follows:

• Northeastern region 19%
• Bangkok 37%
• Northern region 10%
• Southern region 5%
• Central region 28%

The company's main strategy for 2567 is to focus on the domestic market. Especially penetrating Gen C in the Northeast. with sales expanding 40% because it is the group's large market, second only to Bangkok and the central region.

By marketing this year The presenter will be a Thai artist. At Go International in Asia, Jeff Sater and Ink Waruntorn came to communicate the brand to more new generations.

"S intends to communicate and penetrate the Gen Z market. which is the main customer group as much as possible Because this group of consumers is most open to trying new products before expanding to other generations that still have more challenges with the brands they grew up with.”

This S has a big goal: to be a Thai soft drink that wants to be an ASEAN brand. Currently, it has begun marketing in Cambodia. Through local distributors From the past, the company Become a leader in the tea market through the Oishi brand.

In addition, it has focused on expanding its growth in China. Last year, sales increased by approximately 20%.

For this year's brand communication campaign, Co-Pilot with AI has been used in both advertising by allowing AI to create new visual angles based on the creative's concept. Let it come out as a new advertising perspective. Create a perfect feeling together with the presenter.

In addition, it also creates activities "Eschek Filza" tries Essay loudly, AI knows in 3 seconds, inviting Gen Z people to open their minds and try drinking Essay. and share the experience of awesomeness in every sense

The technique uses AI technology, Speech Analysis and Voice Burst Analysis, which is the first time in the Thai advertising industry. Let's read the tone of the excitement after drinking S. By having Sei tell you how you feel in 1 word, the AI ​​will read out the results of your true feelings. Through combining technology with psychology to create the feeling of drinking S.

The goal is to distribute up to 1 million product samples throughout 2567 in Thailand, including in Asia where Jeff Satur will tour with the concert in Asia “est Cola Presents JEFF SATUR: SPACE SHUTTLE NO.8 ASIA TOUR.” ” in 5 major cities across Asia as well.