Thai Drinks is refreshing the est Cola brand for the first time in 11 years after the brand entered the soft drink market in Thailand.
Suporn Denpaisarn, the company’s Vice-President of Marketing for non-alcoholic beverages said that est Cola will be having a new product formulation adapted from consumer feedback, while at the same time goes through an upgrade in terms of visual. The company will also beef up its advertising campaign to promote the new revamp.
The product development team selected popular Asian spices such as cinnamon, cloves and cola nuts to mix and create a perfect blend offering a better taste and aroma of est Cola with a fizzy and refreshing feel.
In terms of visual, est Cola will have a new logo design featuring trendy lines and colours with a touch of modern Asian style. It is used across all flavours, including for both cola and non-cola variants.
The product lineup is presented using sparkling graphics and colourful designs that reflect the brand’s cool, trendy, fizzy and refreshing characteristics in all est Cola flavours.
Thai Drinks plans to allocate Bt 150 million (US$4.38 million) for the marketing campaign.
Ms Suporn said that a new generation of young and talented Asians has emerged on the global stage, gaining recognition and popularity worldwide. The company will tap its ‘Asian’ appeal to reach to the Gen Z and expand its customer base in Thailand and Asia.
Suporn concluded, “It is the most extreme rebranding of the decade, levelling up our brand proposition with a new appearance and formula that differentiates ourselves using the lessons learned from our successes and challenges, along with insights into young Asians. We expect est Cola to capture the brand love of Asia’s new generation.”
The new est Cola products were launched in February in Thailand via all distribution channels. The revamp is timely as the country’s carbonated soft drink market is recovering from the pandemic. It grew 2.2% in 2022 to Bt 57 billion (US$1.66 billion), mainly due to the recovery of the restaurant business.
