Est Cola Sees Continued Growth Among Gen Z Consumers
The soft drink brand reinforces its market presence with innovative marketing campaigns and a focus on youth engagement.
Est Cola, a product of Thai Beverage Public Company Limited, has reported sustained growth in sales, driven largely by its increasing popularity among Generation Z consumers.
The brand's rebranding strategy, centered around the concept "Born to be Awesome," has successfully resonated with younger audiences, leading to a notable increase in market share over the past two years.
According to market data, Est Cola has achieved a remarkable 19% growth in sales volume year-over-year, surpassing the overall market growth across both modern and traditional retail channels.
This performance reflects the brand's strong acceptance in the beverage market and its effectiveness in appealing to younger demographics.
In 2023, Est Cola is set to continue building on this momentum with its summer campaign titled "Rise Up Together." This initiative is characterized by an advertising film that promotes the idea of embracing one's individuality and passions.
The campaign features three prominent cultural figures as brand ambassadors, including the popular Asian artist Jeff Satur, who contributes an original song for the campaign, and Nichkhun, an accomplished Thai actor and national youth athlete.
Est Cola aims to create a collaborative and uplifting culture known as "Rise Up Together" by introducing inspirational messages printed upside down on their cans.
The messages are intended to encourage consumers to engage with the product, transforming the act of drinking into a moment of rising inspiration.
This unique packaging approach will be available on 250 ml and 325 ml cans, making it a novel feature in the beverage market.
The brand has also integrated artificial intelligence technology to enhance engagement with Gen Z consumers through its marketing efforts.
Customers can interact with Est Cola by scanning a code on the can, which activates a personalized music generation feature that reflects their unique identity.
This initiative positions Est Cola as the first beverage brand to leverage AI in its marketing, aligning with the lifestyle and preferences of modern youth.
The "Rise Up Together" campaign employs a comprehensive 360-degree communication strategy, utilizing various media platforms including television advertising and billboards to create a widespread buzz in key locations across Bangkok.
The initiative is designed not only to promote the product but also to inspire and connect with the brand's target audience in meaningful ways.
The brand's rebranding strategy, centered around the concept "Born to be Awesome," has successfully resonated with younger audiences, leading to a notable increase in market share over the past two years.
According to market data, Est Cola has achieved a remarkable 19% growth in sales volume year-over-year, surpassing the overall market growth across both modern and traditional retail channels.
This performance reflects the brand's strong acceptance in the beverage market and its effectiveness in appealing to younger demographics.
In 2023, Est Cola is set to continue building on this momentum with its summer campaign titled "Rise Up Together." This initiative is characterized by an advertising film that promotes the idea of embracing one's individuality and passions.
The campaign features three prominent cultural figures as brand ambassadors, including the popular Asian artist Jeff Satur, who contributes an original song for the campaign, and Nichkhun, an accomplished Thai actor and national youth athlete.
Est Cola aims to create a collaborative and uplifting culture known as "Rise Up Together" by introducing inspirational messages printed upside down on their cans.
The messages are intended to encourage consumers to engage with the product, transforming the act of drinking into a moment of rising inspiration.
This unique packaging approach will be available on 250 ml and 325 ml cans, making it a novel feature in the beverage market.
The brand has also integrated artificial intelligence technology to enhance engagement with Gen Z consumers through its marketing efforts.
Customers can interact with Est Cola by scanning a code on the can, which activates a personalized music generation feature that reflects their unique identity.
This initiative positions Est Cola as the first beverage brand to leverage AI in its marketing, aligning with the lifestyle and preferences of modern youth.
The "Rise Up Together" campaign employs a comprehensive 360-degree communication strategy, utilizing various media platforms including television advertising and billboards to create a widespread buzz in key locations across Bangkok.
The initiative is designed not only to promote the product but also to inspire and connect with the brand's target audience in meaningful ways.
