{"id":3173,"date":"2025-04-08T15:50:35","date_gmt":"2025-04-08T08:50:35","guid":{"rendered":"https:\/\/thereporter.asia\/eng\/?p=3173"},"modified":"2025-04-08T15:50:35","modified_gmt":"2025-04-08T08:50:35","slug":"brands-songkran-campaign","status":"publish","type":"post","link":"https:\/\/thereporter.asia\/eng\/2025\/04\/brands-songkran-campaign\/","title":{"rendered":"BRAND\u2019S Targets Peak Songkran Spending with Multi-Faceted 2025 Campaign"},"content":{"rendered":"

BANGKOK, THAILAND<\/strong> \u2013 Suntory Beverage & Food (Thailand)<\/a> Co., Ltd., a major player in the Asian health enrichment market under its flagship BRAND\u2019S trademark, has strategically launched its Songkran Festival 2025 campaign. Centered around the theme \u201cExpress your love with BRAND’S, Bring Hearts closer together,\u201d the initiative aims to capitalize on the significant cultural and commercial opportunities of the Thai New Year, positioning its health products as ideal gifts for fostering family connections and well-being, while introducing targeted promotions, a novel merit-making product line, and a key partnership with UOB Bank to drive sales and consumer engagement during this peak spending season.<\/p>\n

The Songkran festival, Thailand’s traditional New Year celebration, is not only a period of immense cultural significance marked by family reunions and spiritual practices but also a critical time for the nation’s retail and consumer goods sectors. Recognizing the deep-seated traditions of gifting and expressing care during this period, Suntory Beverage & Food (Thailand) has timed its latest BRAND\u2019S campaign to align perfectly with consumer sentiment and purchasing behaviour leading up to and during the festivities in April 2025.<\/p>\n

The campaign’s core message, \u201cExpress your love with BRAND’S, Bring Hearts closer together,\u201d directly addresses a nuanced aspect of Thai culture, where overt expressions of affection within families can sometimes be reserved. BRAND\u2019S seeks to bridge this gap, positioning its well-established health products, such as Essence of Chicken and Bird’s Nest, not merely as consumables but as tangible symbols of care, concern, and well-wishing between family members. This strategy taps into the emotional resonance of Songkran, transforming the act of gifting into a more profound expression of connection.<\/p>\n

\"BRAND\u2019S\"<\/p>\n

Mr. Napis Sasivimolkul, Marketing Director for BRAND’S Bird’s Nest and BRAND\u2019s Gifting at Suntory Beverage & Food (Thailand) Co., Ltd.<\/strong>, articulated the company’s vision for the campaign. \u201cSongkran is a meaningful occasion when families come together to celebrate,” he stated. “We want BRAND\u2019S to symbolize care and help convey good health to our loved ones through the campaign motto, \u2018Express your love with BRAND’S, Bring Hearts closer together\u2019. To make this Songkran a festival of joy and significance, we have designed this campaign to appeal to those who enjoy gifting their family members and those who wish to make merit with thoughtful care.\u201d<\/p>\n

This dual appeal \u2013 targeting both personal family gifting and the tradition of merit-making \u2013 is a key strategic element. To stimulate consumer uptake in the competitive festive market, BRAND\u2019S is implementing aggressive sales promotions across major retail channels. The company is offering substantial discounts of up to 15% on a variety of its popular health gift baskets and sets. This price incentive is designed to attract value-conscious consumers looking for premium yet affordable gifts during a period often associated with increased expenditure.<\/p>\n

Further sweetening the deal, a gift-with-purchase mechanic has been introduced: customers spending 1,499 baht or more on BRAND\u2019S products will receive a complimentary Wiggle Cooler Bag. This adds tangible value beyond the product itself and serves as an additional incentive to increase basket size. These promotional offers are strategically timed, running from March 26th to April 23rd, 2025, covering the crucial pre-Songkran shopping period and the festival itself. Availability is secured through partnerships with major hypermarket and supermarket chains, including Lotus\u2019s, Big C, The Mall, and Tops, ensuring broad market reach across Thailand. This multi-channel approach is vital for capturing diverse consumer segments who frequent these dominant retail formats.<\/p>\n

Perhaps one of the most innovative aspects of the 2025 campaign is the introduction of a dedicated “merit-making pack.” This initiative directly taps into the deeply ingrained Thai Buddhist tradition of offering alms and necessities to monks, particularly during significant festivals like Songkran. Recognizing an opportunity to align its health-focused brand identity with this practice, BRAND\u2019S has developed a specific pack aimed at promoting the well-being of monks. Priced accessibly at 155 baht, this pack demonstrates an understanding of cultural sensitivities and offers a convenient, thoughtful option for those looking to make merit.<\/p>\n

Crucially, the merit-making pack is being distributed through the ubiquitous 7-Eleven convenience store network, commencing March 20th, 2025. This channel choice dramatically expands accessibility, reaching consumers nationwide in virtually every locality, complementing the hypermarket strategy for gift baskets. Furthermore, BRAND\u2019S is offering an “Empty Box” merit-making pack promotion, allowing consumers the flexibility to customize their offering by choosing specific BRAND\u2019S Essence of Chicken or BRAND\u2019S Bird\u2019s Nest products to include. This caters to varying preferences and budgets while reinforcing the core message of providing wholesome nutrition. Mr. Napis highlighted this initiative, expressing the company’s belief that it “will foster a more health-conscious approach to merit-making,” subtly guiding consumer choices towards healthier options even within traditional practices.<\/p>\n

Beyond traditional retail promotions, BRAND\u2019S is leveraging strategic partnerships to enhance reach and offer exclusive value. A significant collaboration has been forged with UOB Bank (Thailand). This partnership taps into the bank’s extensive credit card customer base, integrating BRAND\u2019S products into the UOB Rewards+ loyalty program, accessible via the popular UOB TMRW mobile application. This digital-first approach aligns with modern consumer behaviour and provides a seamless way for UOB cardholders to redeem their accumulated points for BRAND\u2019S health products and specially curated gift hampers.<\/p>\n

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The redemption options offer a range of choices at different point thresholds, catering to various levels of engagement within the loyalty program. Examples include:<\/p>\n