BANGKOK, THAILAND – Suntory Beverage & Food (Thailand) Co., Ltd., the powerhouse behind the iconic BRAND’S Essence of Chicken, has successfully concluded its major 2024 loyalty initiative, “Drink BRAND’S, Scan the Number in the Bottle.” The campaign culminated in the awarding of a Tesla Model 3, valued at 1.649 million baht, to a loyal consumer, Mr. Anuwat Tiansri. This significant investment highlights the company’s strategic focus on rewarding customer loyalty, driving consumption frequency, and leveraging digital platforms for enhanced market engagement in the competitive health supplement sector.
The recently concluded “Drink BRAND’S, Scan the Number in the Bottle” campaign represents a cornerstone of Suntory Beverage & Food (Thailand)’s marketing strategy for its leading BRAND’S Essence of Chicken product line. Spanning a dynamic four-month period, the initiative was meticulously executed through the brand’s dedicated loyalty platform hosted on the popular LINE Official Account (OA), signalling a strong embrace of digital channels to foster direct consumer relationships.
Mrs. Chutamas Ngamjitkul, the Marketing Director overseeing BRAND’S Essence of Chicken at Suntory Beverage & Food (Thailand), elaborated on the strategic impetus behind the campaign. She revealed that the company “invested heavily” in establishing this loyalty program, marking it as a first-of-its-kind large-scale effort aimed squarely at rewarding the brand’s extensive consumer base.
Beyond mere rewards, a key objective was to effectively communicate and reinforce the functional benefits of Carnosine, a naturally occurring dipeptide known for its easy absorption, which is a significant component of BRAND’S Essence of Chicken. The campaign actively encouraged consumers to experience these benefits firsthand, promoting a ‘7-day challenge’ concept where continuous consumption could lead to noticeable results in focus and refreshment.
The campaign’s performance metrics underscore its remarkable success in capturing consumer interest and driving product engagement. According to data released by the company, the initiative attracted a substantial participation base, drawing in over 150,000 consumers throughout its duration. Even more impressively, these participants collectively scanned the unique codes found inside the caps of more than 960,000 bottles of BRAND’S Essence of Chicken.
This high volume of scans translates directly into a tangible increase in product consumption frequency. Analysis revealed that, on average, each participant consumed up to 11 bottles during the campaign period, a significant uplift indicating the program’s effectiveness in encouraging repeat purchases and potentially converting occasional users into regular consumers.
Mrs. Chutamas attributed this positive outcome to a multi-faceted approach combining appealing rewards with strategic communication. A critical element was the integration of instant gratification through a cashback mechanism facilitated via the widely used True Money Wallet platform. This allowed participants to receive rewards starting from the very first bottle scanned, removing barriers to entry and providing immediate positive reinforcement.
This direct reward system was amplified by a comprehensive communication strategy that permeated various consumer touchpoints. Visibility was maximized through prominent point-of-sale media in retail environments, active promotion by sales personnel, and strategic collaborations with partner organizations, ensuring the campaign message reached a broad audience and maintained momentum.
The overall value proposition for consumers was substantial, with the total prize pool for the 2024 campaign exceeding 6 million baht. This demonstrated a significant commitment from BRAND’S to give back value to its customers. In addition to the headline-grabbing grand prize, the campaign featured numerous other attractive rewards. Notably, more than 31 participants were awarded 1 baht weight of gold each, amounting to a total gold giveaway value exceeding 1.3 million baht, distributed throughout the campaign to maintain excitement and engagement.
The campaign reached its zenith with the awarding of the grand prize – a brand new Tesla Model 3 electric vehicle, carrying a market value of 1.649 million baht. The fortunate winner, Mr. Anuwat Tiansri, expressed his elation and shared his long-standing relationship with the brand. “I am very happy to receive this incredible prize of a Tesla car,” Mr. Anuwat stated.
“As a senior, I have been drinking BRAND’S Essence of Chicken every day for a long time. After drinking it, I feel that helps me stay focused and refreshed, thanks to the Carnosine and Vitamin B12 found in the Essence of Chicken. Last year, when BRAND’S launched the campaign, I decided to join, and I was lucky enough to win the grand prize.”
Mr. Anuwat‘s experience serves as a powerful testimonial, not only validating the perceived health benefits associated with the product (specifically mentioning Carnosine and Vitamin B12 contributing to focus and refreshment) but also highlighting the campaign’s success in engaging loyal, long-term consumers. He concluded with gratitude and encouragement: “I am truly grateful to BRAND’S for this amazing reward and for running such a great campaign that gives back to consumers. I encourage everyone to try BRAND’S Essence of Chicken—not only for its health benefits, but also because in the next campaign, you could be the lucky winner!”
Looking ahead, Suntory Beverage & Food (Thailand) has confirmed its commitment to this successful engagement model by announcing the continuation of the “Drink BRAND’S, Scan the Number in the Bottle” campaign into 2025. The company has indicated that the next iteration will feature “attractive and diverse benefits,” suggesting an evolution of the reward structure potentially designed to cater to a broader range of consumer preferences and further deepen brand loyalty. This forward-looking approach signals confidence in the loyalty program’s ability to deliver sustained results and maintain BRAND’S market leadership position.
For consumers and interested parties seeking further information on BRAND’S products and upcoming activities, the company encourages engagement through its official digital channels. Updates and details can be found on the Brand’s World Thailand Facebook page (www.facebook.com/BRANDSWorldThailand) and via their LINE Official Account: @brandsworld.
This campaign serves as a case study in leveraging digital loyalty platforms, tangible high-value rewards, and clear benefit communication to drive consumer behaviour, enhance brand perception, and achieve measurable business outcomes in the fast-moving consumer goods (FMCG) and health supplement market. The significant investment and positive results underscore the growing importance of sophisticated direct-to-consumer engagement strategies in Thailand’s competitive economic landscape.
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